Location Filtering
On the Opportunities page, you can filter companies by geographic location.
The Location filter will return Opportunities that have at least one location in the area you specify.
- Example:
- Searching for Illinois (IL) will show all Opportunities with at least one location in Illinois.
- You can verify this by checking the State Summary column, which will include “IL” for those entries.
The same logic applies to other location filters: If you search by Zip Code and a business (e.g., Subway) has at least one location in that zip code, it will appear in the results.
Using Multiple Location Filters
You can also combine location filters. Location filters operate independently in the First Bite Platform.
In the example below, the search includes both Illinois and Zip Code 63141 (in Missouri).
The filters use “AND” logic by default. This search example requires that all locations listed have a location in Illinois AND have a location within the 63141 zip code.
This is useful if you’re targeting a specific zip code area but want to see which businesses may have locations in another area of interest.
You can further refine results by adding filters such as chain size to narrow your focus.
Note: This search works in Chain View because the chain data is aggregated. Searching for Illinois companies with a non-Illinois zip code would not work in Door View because each door only has one State and Zip Code which must agree (Illinois state, Illinois zip code).
DMA Locations
What Is a DMA?
A Designated Market Area (DMA) is a geographic region in the United States defined by Nielsen Media Research, based on shared local television viewership and advertising markets.
In marketing—especially for restaurants—DMAs are essential for understanding and reaching your local audience effectively.
The Value of DMAs
- Targeted Marketing: DMAs allow you to customize advertising and promotions based on local demographics and preferences.
- Smarter Media Buying: They guide ad spend toward the most impactful local media outlets, maximizing return on investment.
- Local Customer Insights: DMA data reveals consumer behavior and preferences that can inform menu planning, pricing, and promotions.
- Competitive Positioning: Understanding your DMA helps identify key competitors in your market, allowing for more strategic differentiation.
Using DMA Filters in First Bite
If you search for a DMA filter, it will bring up all Opportunities with at least one door operating within that DMA area.
Similar to the City, State, and Zip Code summaries in First Bite, the DMA Summary displays all DMAs where the Opportunity has at least one location, which will include the DMA you’re filtering for.
A DMA may span multiple states, so applying a DMA filter may return results outside another filter or area of interest. For example, the Chicago DMA operates in the Chicagoland area, which includes counties in Illinois, Indiana, and Wisconsin that receive the same TV broadcasts.
Recommended Workflow if searching DMAs:
- Filter by DMA and add relevant targets to your campaign or tag them.
- Clear the DMA filter, apply your second location filter (ex: state), and add additional targets to your campaign or tag.
Alternatively, you can use the filters to help narrow down your location.
The search below looks for one-door restaurants with donuts on the menu that can be found within the Illinois region of the Chicago DMA.
If you’re looking for tips on how to isolate a specific geographic location, check out our answer to “How do I target doors in one geographic area?”