Analysing Spatial Pattern of the Three Major Fast-Food Chain Restaurants in Johor Bahru Johor, Malaysia

Abstract

Spatial analysis has proven to be an impactful tool in business for gaining insights and making informed decisions, especially in analysing spatial patterns and finding new locations for starting or expanding the business. However, most fast-food chain restaurants have t yet to optimise the use of GIS, especially in analysing the spatial distribution patterns of their outlets. This study aims to analyse the spatial distribution patterns of three major fast-food chains in Johor Bahru, Malaysia: KFC, McDonald’s, and Burger King. Four spatial analyses were performed: network analysis, buffer analysis, heatmap analysis, and spatial distribution pattern analysis using the nearest neighbour technique. The results showed different spatial distribution patterns for these three major fast-food chains. KFC is more spatially randomly distributed, concentrated in downtown Johor Bahru, while McDonald’s is spatially scattered throughout the Johor Bahru district and the Skudai area. Burger King has too few outlets and is spatially scattered in the Johor Bahru district. From these results, fast-food franchises can use the information to locate new locations based on their indicators for new outlets.