The trusted intelligence layer for teams selling to Hospitality & Retail
The formula
White space = fit outlets - fit outlets that already stock your brand
White space rate (%) = white space / fit outlets x 100
Compute it per area or segment, then sum the areas if you need a total. Do not subtract two totals taken from different lists: if your customer list and the fit list are not matched outlet by outlet, the result double counts the outlets that appear in both under different names.
Five steps to a white space list
- Define the universe. Every outlet in the territory that could sell your category. See outlet universe.
- Define fit. The attributes that predict a listing: venue type, price level, menu signals such as a cocktail list, the presence of a competitor brand, delivery activity.
- Map current presence. Match your CRM and distributor data to the universe outlet by outlet, and add menu evidence where your own records stop.
- Subtract. Fit outlets without your brand are the white space.
- Rank. Not every gap is worth a visit. Score the white space on potential and likelihood to convert, then hand reps the top of the list.
Worked example
Take a mixer brand in three districts of one city.
| District | Fit outlets | Already stock the brand | White space | White space rate |
|---|---|---|---|---|
| North | 500 | 140 | 360 | 72% |
| Centre | 900 | 540 | 360 | 40% |
| South | 300 | 60 | 240 | 80% |
| Total | 1,700 | 740 | 960 | 56% |
North and Centre have the same number of open outlets, 360 each, but very different stories: Centre is a well-served district where the remaining gaps are probably harder, North is mostly unclaimed. Ranking the 960 outlets by score decides where the next visits go.
Common mistakes
Most white space lists fail on data hygiene rather than analysis. Watch for these.
- Outlets that no longer trade left in the universe, which inflate the gap with doors that no longer exist
- CRM records that never matched an outlet, which make customers look like white space
- Tied or contracted outlets counted as open, when a supply agreement rules them out for now
- Fit defined so loosely that every outlet qualifies, so the list ranks nothing
- Delivery storefronts and physical outlets counted separately for the same venue
White space on delivery apps
Brand teams run the same analysis on delivery apps: storefronts that sell your category in a city but do not list your product. The universe is the storefronts, presence is the listing, and the output feeds account managers and menu activation. Dashmote keeps the delivery and on-premise gaps on the same outlet record (food delivery insights). AI reads menu, photo, delivery and review signals against the account you describe in plain words, then ranks the visit list. See foodservice lead scoring.
Frequently asked questions
What is the difference between white space and market share?
Market share is a percentage of sales. White space is a set of named outlets or areas where you are absent. Share tells you how you are doing; white space tells you where to go.
How do I define a fit outlet?
Start from your best existing customers and list what they have in common: venue type, price level, menu signals, location. Outlets that share those attributes and do not stock you are your highest-probability white space.
How often should white space analysis be refreshed?
Whenever your universe or your customer list changes materially, and at least before each planning cycle. Openings, closures and competitor wins change the list every month.
Can white space analysis include competitors?
Yes, and it should. An outlet listing a competitor brand shows the category sells there, which usually makes it a stronger target than an outlet with no listing at all.