GAIL'S, UK

Impact

Pragma advised on the potential scalability of the proposition, key success factors and considerations for roll-out strategy. Management succeeded in ramping up the pace of roll-out following our recommendations. The estate has grew from 16 shops to over 30, in line with our recommendations, after our work was complete.

About the Brand

GAIL’s is an artisan bakery business established by Tom Molnar and Ran Avidan. Following investment by Risk Capital, the business grew its estate. Alongside its London-focused estate, GAIL’s also sells freshly baked bread at Waitrose stores.

The Task

GAIL’s had successfully doubled the size of its London estate, at which point Management wished to gain top line strategic guidance on the likely scalability of the proposition within the UK.

What we did

Pragma evaluated the GAIL’s proposition and assessed current site catchment areas in order to define requirements for potential roll-out sites. Our statistical analysis and hypotheses were used to build a logical model for shortlisting potential locations.

In addition, we considered:

• How GAIL’s should define their target customer, moving into new territory
• Macro and micro-location factors required for successful openings
• Complementary adjacencies
• The scale and distribution of competitor estates
• The likely impact of roll-out on customer perceptions
• The impact of different location types on format