Malcolm Knapp

 

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Malcolm Knapp

Through the New York-based consulting firm he started in 1972, Malcolm Knapp provides counsel to CEOs, strategic planning, quantification of industry trends, forecasting, and marketing research/analysis to clients in the foodservice industry. He is the creator of KNAPP-TRACK™, a monthly sales and guest count tracking report distributed by 61 television markets and 11 regions in the United States; and KNAPPTRACK FLASH™, a weekly report conducted for the United States, California and 20 television markets.

For the past 36 years, Knapp has provided industry forecasts to the National Restaurant Association and also advised the U.S. Census Bureau on segment categorizations. He wrote the new foodservice industry definitions of the North American Industry Classification System for the U.S. Department of Commerce, definitions which replaced the Standard Industrial Classification System in 1997. For the past 20 years, his data has been published in the Statistical Abstract of the United States.

Knapp is quoted regularly on hospitality and economic issues in The New York Times, The Wall Street Journal, Business Week, The Financial Times, Reuters, and Bloomberg. He is also tapped as an industry source for TV and Radio and has given interviews to BBC, FOX, PBS Nightly Business News, Canadian TV, Bloomberg Radio, and NPR. Additionally, he writes a monthly column on current trends in the casual dining market for Nation's Restaurant News, one of the leading publications of the restaurant industry.

Knapp earned a bachelor's degree in science from Columbia University and a masters' degree from Harvard Business School, where he specialized in organizational behavior and marketing. He served on the board of Frisch's Restaurants, Inc., for nine years and was the chairman of the food and beverage committee of the Harvard Club of New York City, a member of its house committee and a member of its Board of Managers. He also is a past board member of the Corporation of the Culinary Institute of America and served as vice chair of its long-range planning and nominating committees.

 
Malcolm Knapp


Malcolm Knapp, Inc. provides a variety of consulting services to clients in the foodservice industry, including:

• Counsel to CEOs

• Strategic planning

• Quantification of industry trends

• Forecasting and marketing research

• Marketing analysis

• Architecture - aligning and maximizing companies' brand
equity with both new and re-modeled restaurants

• Public relations strategic planning in conjunction with
Hacche Communications LLC

• Tailored briefings to executive teams on economic and
consumer trends

• Speeches to groups on the restaurant industry

 
Malcolm Knapp


Since 1991, I have provided KNAPP-TRACK™ for the chain dinner house/theme restaurant market. In 1993, I started providing KNAPP-TRACK:FLASH™, a weekly companion to the monthly KNAPP-TRACK™. KNAPP-TRACK™ monthly data on a USA geographic level only is published monthly with industry analysis in Nations Restaurant News.

KNAPP-TRACK™ is a monthly sales and guest count tracking service for comparable restaurants and separately, for all restaurants monthly over month year ago. The reporting of data is for USA, USA year to date, the USA broken into 11 regions and 61 ADI TV markets.

KNAPP-TRACK:FLASH™ is a weekly sales and guest count tracking service, reporting comparable restaurant data. The reporting of data is for USA, California and 20 ADI TV markets.

KNAPP-TRACK™ monthly data on a USA geographic level only is published monthly with industry analysis in Nations Restaurant News.

Current subscribers account for over $32.1 billion in sales and over 10,400 restaurants. See attached list for current subscribers. Our subscribers account for over 87.8% of the dollar volume of the 47 casual dining chains in NRN top 100 and second 100.

APPROACH: The highest quality of data for sales and guest counts is obtained from the headquarters of a chain or franchise system organization. I collect the data directly from the subscriber/participants, via e-mail. Only those chains who provide data will get data.

CONFIDENTIALITY: I am the only person who will see and work with your data. Your data is held in the strictest confidence. This is a key issue for you and it distinguishes us from all other organizations.

QUALITY CONTROL: Since I do all the data processing. I am able to spot and correct errors. I know the data and what to look for. Our accuracy is at the highest level.

REPORTS: The reports show for the competitive set of participants, all combined data percentage changes month over month year ago for all defined geographies. No individual chain data is shown. In addition, for each month, there is a report, which, on one sheet of paper, will show all the regional geographies and the month over month percentage changes, so you can see and compare differences in geographical performance at a glance. This single page is e-mailed each month with a set of reports. There is also a U.S.A.-level year-to-date report and quarterly reports on a year-to-date basis.

KNAPP TRACK™ DASHBOARD: "An interactive analytical tool to provide digital snapshots of key performance indicators" designed to streamline and deliver all of the key data in a user-friendly format. Provides snapshot views of current period and historical trends of Region and TV Market data with the ability to customize views by selecting the 'key performance indicators'. The snapshots show the data in graphs and numerical tables in the same view. The Dashboard also encourages viewers to create custom graphs comparing key performance indicators including 'GAP To KNAPP™' on a single or dual Region and/or TV Market basis. You can also use the dashboard as a tool to customize your PowerPoint presentations. With a simple click, you can screenshot graphs and data right onto your PowerPoint slides.

Click here to view the main menu of the KNAPP-TRACK™ Dashboard and the options available.

GEOGRAPHIES: The geographic scope for the monthly KNAPP-TRACK™ report consists of the United States (excluding Alaska and Hawaii) and 11 additional geographic breakouts designed for the greatest chain restaurant concentrations and to be comparable with the nine U.S.A. Census regions while having enough data points to be statistically robust. Three states are regions (California, Texas, and Florida) as they have very high concentrations of chain restaurants. The other eight regions are census regions without the three states.

Click here for a separate sheet showing the state composition of the regions and the ADI TV markets.
Click here for a sample of the monthly KNAPP-TRACK™text report.

If you have any questions call, fax, or write. The phone number is 212-289-7782. The fax number is 212-876-8420. Or email Malcolm Knapp.

 
Malcolm Knapp

For media inquiries, please contact Abigale Knapp at Hacche Communications LLC
at abigale@hacchecommunications.com or 917 774 4802.


SELECT MEDIA COVERAGE:
2006.09.24
DOW JONES NEWSWIRES DES MOINES, IOWA

Restaurants' Vulnerability To Higher Gas Prices Debated
By Richard Gibson

(Dow Jones)--Investors worried that soaring gasoline prices will cause consumers to eat out less depresse... CLICK TO READ FULL ARTICLE
 
2006.09.25
Financial Times

Unhappy days for US family restaurants
By Paul Sullivan in New York

The American family restaurant is starving. Casual restaurants have supplanted family restaurants in terms of revenu... CLICK TO READ FULL ARTICLE
 
2006.10.13
Business Week Online

Yum! Growth with Global Flavor
by Marc Hogan

Nothing whets Wall Street's appetite like a positive earnings surprise. On Oct. 11, Yum! Brands (YUM) reported a 12% jump in third-quar... CLICK TO READ FULL ARTICLE
 
2006.09.27
NPR

Dip in Gas Prices Helps Consumers, Hurts Investors
by Scott Horsley

BP is pumping oil again from the eastern half of Prudhoe Bay. The giant Alaskan oil field had been partially shu... CLICK TO READ FULL ARTICLE
 
2007.01.26
BusinessWeek Online

"Your Waiter Today Will Be a Computer" by Kerry Miller

Imagine a restaurant for the MySpace generation—one that doesn't force diners to leave behind their digital life when they step out ... CLICK TO READ FULL ARTICLE
 
2007.05.31
Time Magazine

The New Brew
By Kate Novack

It's a warm day in April, and the private dining room at Gramercy Tavern, one of New York City's top restaurants, is set for a tasting. Kevin Garr... CLICK TO READ FULL ARTICLE

 
2006.12.22
USA Today

Food chains roll out tastes of the season
By Bruce Horovitz

Many shoppers have visions of sugar plums dancing in their, ah, stomachs. Few know that better than fast-food retaile... CLICK TO READ FULL ARTICLE
 
2007.06.21
The New York Times

T.G.I. Friday’s Finds Smaller Portions Add to Customer Traffic
By Andrew Martin

Four months after it introduced smaller portions to its menu, T.G.I. Friday’s is finding tha... CLICK TO READ FULL ARTICLE

 
2008.04.21
USA Today

Starbucks going back to grinding beans
By Bruce Horovitz

Starbucks customers soon can take a deep breath.

Coffee again will be freshly ground and scooped... CLICK TO READ FULL ARTICLE

 
2008.01.07
Nation's Restaurant News

Having words with: Malcolm M. Knapp
By Paul Frumkin

Malcolm M. Knapp has predicted a lot of trends over the years. Since 1972 he has worked with the National Restaurant Ass... CLICK TO READ FULL ARTICLE

 
 
Malcolm Knapp

2008
Keep calm and carry on.
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2006
Tally.
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2006
The restaurant business is simple...
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2006
Some advice from New York's bravest.
MEDIA - 9.jpg
 
2006
Maybe try another way?
MEDIA - 10.jpg
 
2006
Seize tomorrow.
MEDIA - 2.jpg
 
2006
Universal signage.
MEDIA - 5.jpg
 
2006
Must be rough.
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2006
Vegetarian is...
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2006
Flexibility is priority number one.
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2008
Espresso just up the road
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2008
Himalayan Sherpa Cuisine
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2008
Santos Woodcarving Popsicles
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2010
now closed.
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2010
Out of gas.
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2010
Invest in our stocks.
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2012
Give them what they want!
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2013
Get Them In!
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