Geotech expands QSR consulting through data and global partnerships

Data-led insights are shaping the next growth phase for QSRs.

The quick-service restaurant (QSR) industry is entering a new phase of recovery and data-driven growth, according to Jeff Vassel, Global Business Development Manager at Geotech Information Services. Speaking on the sidelines of the QSR Media Conference & Awards 2025, Vassel said that after several years of economic challenges, operators are shifting focus from survival to optimisation and expansion.

“Obviously, there were a lot of economic challenges within the industry. I think that’s been well documented over the last couple of years,” Vassel said. “So I think it was about stabilising the business… getting more involved in technology and digitising more of the operational side of the business.”

Vassel noted that many brands are prioritising smarter use of property portfolios rather than aggressive expansion. “Most of our clients are looking at property, obviously, because they need to grow, but a lot of it’s about optimising the existing property portfolio,” he explained. “Sometimes it’s not just about pure store numbers. It’s about looking internally at what levers they can pull to help add to the bottom line.”

He stressed the importance of location in long-term success. “You start out with a bad location, and then that usually means that you’ve got an unhappy franchisee,” Vassel said.

Looking ahead, Vassel said Geotech is expanding globally. “We’ve got more international work… We’re very optimistic in terms of where the industry is heading.”