Hypothetical Starbucks Location Closure In Riverside

Goal: The goal of this project was to determine a hypothetical store closure in Riverside, California based on its service area, population within the serving area, and its demographics. This project was an assignment for the class GEOG 170 Advanced GIS.

Methodology

OpenStreetMap data of the specified area (Left: -117.53, Right: -117.28, Top: 34.02, Bottom: 33.85) was downloaded via Overpass API. The .osm file was loaded to ArcMap and converted into a network dataset. Then the Service Area and the Origin/Destination Matrix analyses were conducted with a mock starbucks closing store shapefile provided by the instructor.

Maps

OD Matrix Map

Total Service Area Map

Coverage Area of Example Store

Discussion

Population and demographic characteristics

Store	Population	Median Household Income in the Past 12 Months	Median Age	Does service area overlap with other service areas?
5685	28768	61408	34.593333	Yes
6616	27796	58182	33.464706	Yes
11463	29577	104672	39.372727	Yes

Recommendation

I recommend closing store 6616. First of all, it has the lowest population out of all stores in Riverside. Moreover, since Starbucks’ target customers are mostly high/mid-level income, it would be reasonable to close a store in the area with the lowest median household income. Starbucks’ target customers tend to be younger while ranging from 20-60. Therefore, the median ages of the service areas of stores 5685 and 11463 are appropriate indicators of the presence of Starbucks’ target customers. Lastly, overlapping with other service areas is also considered. considered. While 11463’s service area has the largest overlap, 104672’s high median income makes it viable to have more stores in the nearby areas to increase accessibility.