Years before Chipotle Mexican Grill became a calorie-packed part of Midtown’s daily diet, the burrito maker was mapping a path into the New York City marketplace.
In 2002, after launching in Washington D.C. and other suburban markets, Chipotle turned to Kenneth Hochhauser and Jeffrey Roseman, who subsequently turned to internal data accumulated by the former Newmark Knight Frank to determine an ideal location for Chipotle’s flagship store in New York City.
“They understood their business model, in that the bulk of their business came during lunch, so we focused on where the heaviest lunch concentration would have been,” recalled Mr. Hochhauser.
Now an executive vice president with the Winick Realty Group, Mr. Hochhauser, 45, recalled his days at Newmark Knight Frank pairing data with Chipotle’s own statistical analysis to determine where best to expand the brand. And considering his knowledge of Geographic Information Systems—a complicated theory used to better understand patterns and trends—Mr. Hochhauser found what he was looking for.