Fair share Quote by Herb Sorensen
““Consumers look for geographically convenient rooftops. In urban areas, there typically are three or four supermarkets for every three or four square miles just because there is a demand for that many. You try to put yourself in a “first right of refusal” position to as many conveniently located households as possible. The first right of refusal’s very important in our business, and that means that you drive by us either coming from work, going to work, or coming from home to anywhere you go. You have to drive by us to get to somebody else. We feel like if we have first right of refusal to, say, 60 percent of the geographically convenient trade, then if we get our fair share of that—and our fair share is the lion’s share—then that store has a chance to be successful””
About This Quote
Source Speech: Business strategy presentation, date unknown
The quote stresses the importance of securing a dominant market position by locating stores where customers naturally travel, ensuring they must pass by the store to reach other destinations.
In simple terms: Control key traffic routes to capture most customers.
Key Takeaway
Prioritize locations with high through‑traffic.
Themes
market positioning
location strategy
consumer behavior
Mood
strategic
analytical
Type
business
marketing
When to use this quote
- urban retail planning
- site selection
- competitive advantage
Key Concepts
first right of refusal
geographic convenience
traffic flow
Questions to Reflect On
- How can a new retailer compete without first right of refusal?
- What alternatives exist if traffic patterns change?
A Different Perspective
Success depends on capturing a majority of convenient trade, which may be unrealistic in saturated markets.
