Challenge

Miller’s Ale House, a private equity–backed corporate casual dining brand with over 100 locations nationwide, was seeking to grow its footprint in Georgia.

The brand needed a market expansion strategy that identified high-performing casual dining locations in a competitive landscape, while aligning with its customer base and operational model. With so many potential trade areas in the state, precision in site selection was critical.

Approach

Terra Alma was brought on in 2022 to:

• Analyze trade areas across Georgia to pinpoint locations with the strongest demand for casual dining.

• Advise corporate leadership on site selection based on traffic patterns, demographics, co-tenancy, and brand positioning.

• Leverage landlord relationships to secure prime spaces in high-visibility, high-traffic retail corridors.

• Negotiate lease terms that supported long-term profitability and operational efficiency.

Our hospitality-driven approach ensured that each new location fit seamlessly into the surrounding community while maximizing brand exposure.

Results

• Successfully secured 6 Miller’s Ale House locations throughout Georgia, with more in the pipeline.

• Established a repeatable, scalable expansion strategy tailored for casual dining.

• Strengthened the brand’s presence in Georgia, positioning it for continued growth in the Southeast.