Viamedia Geo-Graph · Prepared for Hattie B's Hot Chicken · Q1 2027 Texas demo

Texas likes it hot. We know which blocks.

MildMediumHot!Damn Hot!!Shut the Cluck Up!!!

DemoBuilt on Hattie B's three open Texas restaurants and 2024 Census age data for 5,093 neighborhoods. Budgets, timing, radii and channels are a starting point, and every number can be tuned to Hattie B's goals.

Tier
—adults 18 to 44 live within 10 miles of a Hattie B's in Texas (Census ACS 2020 to 2024)
—of residents within 3 miles of Lemmon Ave are 18 to 44, against across Dallas–Fort Worth
—since Plano opened at Preston Towne Crossing in June 2026: the newest store, and the one with the most to prove
1 in 5eligible cells held out with no ads, so the lift is measured against matched neighborhoods, not assumed

of Geo-Graph cells live

Live cells by priority Mild to Shut the Cluck Up!!! Paused Held out, no ads Not targeted, darker = more 18–44 Hattie B's

Efficiency: the same stores, a sharper audience

A market-wide buy reaches every household in the market, so its audience is only as young as the market. Geo-Graph spends only in the cells close to a Hattie B's where adults 18 to 44 make up more of the neighborhood than the market average. The index shows how much more concentrated the Geo-Graph audience is than a market-wide buy of the same budget. Click a row to zoom the map.

Buy view

Demo figures · sized to Hattie B's budget and goals when we build the real plan

Weekly flighting

Why now: Hattie B's in Texas

Checked Nov 10, 2026
Plano · June 2026A new store that needs a crowd

Hattie B's opened its Plano restaurant at 2104 Preston Rd in Preston Towne Crossing, in a former Boston Market building. A first-quarter push builds trial before spring.

CultureMap Dallas
Dallas · October 2024Dallas, take two

The first Texas restaurant in Deep Ellum closed in August 2024, and Hattie B's reopened two months later at 3827 Lemmon Ave in Oak Lawn. Geo-Graph keeps the new neighborhood's regulars coming back.

Dallas Morning News
Austin · 2024 to nowSouth Lamar, and what's next

South Lamar opened in February 2024, and local reporting has pointed to room for more Austin restaurants if the right sites turn up. Cell-level response this quarter shows where demand lives.

KFYO
The audience · Census 2024Young, dense, and close

Around Lemmon Ave and South Lamar, adults 18 to 44 make up well over the market average. Geo-Graph finds those neighborhoods block group by block group and leaves the rest alone.

Census table B01001

How Hattie B's will know it worked

Matched no-ad areasOne in five cells is the control

Around each store, eligible cells are ranked and every fifth is held out. Live and held-out cells share the same store and the same kind of neighborhood, so the only difference is the ads.

Read first in ordersOrders by home cell

Online and delivery orders are mapped to the cell of the delivery or billing address and compared, live against held out, every phase. Cells that don't respond pause.

Then in the dining roomStore visits from home

Mobile foot-traffic reporting reads visits to each Hattie B's by the visitor's home cell, so a Frisco family's Saturday trip to Plano counts for the Frisco cell that saw the ad.

Store by storeWhere each store pays

Each cell belongs to one store, so lift is read separately for Plano, Lemmon Ave and South Lamar. The quarter-end read sets the Q2 plan and informs where the next Texas store should go.

What a yes starts

Proposed dates
By Nov 24Pick the tier

Choose $75K, $100K or $150K for Q1 and confirm the three stores and their trade areas.

By Dec 8Creative and landing pages

Store-specific spots and banners with the heat ladder, plus a landing page per store.

By Dec 18Cells and controls locked

Live and held-out cells set, order and visit tracking connected, baseline read taken.

Jan 4, 2027Live

Phase one starts. First read on orders from live cells against held-out cells after four weeks.