Viamedia Geo-Graph · Prepared for Hattie B's Hot Chicken · Q4 2026 Texas test

Texas likes it hot. We know which blocks.

MildMediumHot!Damn Hot!!Shut the Cluck Up!!!

DemoBuilt on Hattie B's four open Texas restaurants and Census age data for 5,093 neighborhoods, brought up to July 2025. The start date is flexible: pick Nov 23, Nov 30 or Dec 7 and the plan adjusts, wrapping by Dec 31. Budgets, radii and channels are a starting point, tuned to Hattie B's goals.

Tier

Start

—adults 18 to 44 live within 10 miles of a Hattie B's in Texas (Census, brought up to July 2025)

—of residents within 3 miles of Lemmon Ave are 18 to 44, against across Dallas–Fort Worth

—since Plano opened at Preston Towne Crossing in June 2026: the newest store, and the one with the most to prove

1 in 5eligible cells held out with no ads, so the lift is measured against matched neighborhoods, not assumed

of Geo-Graph cells live

Live cells by priority Mild to Shut the Cluck Up!!! Paused Held out, no ads Not targeted, darker = more 18–44 Hattie B's

Efficiency: the same stores, a sharper audience

A market-wide buy reaches every household in the market, so its audience is only as young as the market. Geo-Graph spends only in the cells close to a Hattie B's where adults 18 to 44 make up more of the neighborhood than the market average. The index shows how much more concentrated the Geo-Graph audience is than a market-wide buy of the same budget. Click a row to zoom the map.

Buy view

Demo figures · sized to Hattie B's budget and goals when we build the real plan

Runs on Hattie B's standard insertion orders and reporting, or through its agency. Viamedia runs linear TV on local cable across 100+ MVPDs, plus CTV, online video, audio, digital out-of-home and display, all on the same cells.
Creative names the nearest store and its address, with a heat-level hook and a link to order online.
Held-out cells see no ads for the whole test, so the control stays clean through Thanksgiving and the holidays.
Budget moved out of paused cells stays inside the committed tier, so the total never grows.

Weekly flighting

Why now: Hattie B's in Texas

Checked Nov 10, 2026

Plano · June 2026A new store that needs a crowd

Hattie B's opened its Plano restaurant at 2104 Preston Rd in Preston Towne Crossing, in a former Boston Market building. A holiday push builds trial while the store is still new.

CultureMap Dallas

Dallas · October 2024Dallas, take two

The first Texas restaurant in Deep Ellum closed in August 2024, and Hattie B's reopened two months later at 3827 Lemmon Ave in Oak Lawn. Geo-Graph keeps the new neighborhood's regulars coming back.

Dallas Morning News

Austin · November 2025Austin, now north and south

South Lamar opened in February 2024, and Domain Northside followed on Nov 5, 2025 at 3100 Esperanza Crossing. Two stores about 11 miles apart split Austin cleanly: South Austin and UT to one, North Austin and Round Rock commuters to the other.

Austin American-Statesman

The audience · Census 2025Young, and still growing

The Census Bureau's July 2025 estimates put Collin, Williamson and Hays counties 11 to 13 percent above its 2020 to 2024 survey, with the 18 to 44 group growing fastest. Around Lemmon Ave and South Lamar that group is well over the market average.

Census population estimates

The brand · November 2025Michelin-recognized hot chicken

The first Michelin Guide American South named the original Nashville Hattie B's a Bib Gourmand, Michelin's pick for great food at a fair price. Texas diners get the same chicken a short drive from home.

Tennessee Department of Tourism

The Q4 calendar · 2026Big games on home turf

Texas plays Texas A&M on Friday, Nov 27, the day after Thanksgiving. The Big 12 Championship is Friday, Dec 4, at AT&T Stadium in Arlington, inside the DFW trade areas. Both are group-order nights.

FBSchedules

How Hattie B's will know it worked

Matched no-ad areasOne in five cells is the control

Around each store, eligible cells are ranked and every fifth is held out. Live and held-out cells share the same store and the same kind of neighborhood, so the only difference is the ads.

Read first in ordersOrders by home cell

Online and delivery orders are mapped to the cell of the delivery or billing address and compared, live against held out, every phase. Cells that don't respond pause.

Then in the dining roomStore visits from home

Mobile foot-traffic reporting reads visits to each Hattie B's by the visitor's home cell, so a Frisco family's Saturday trip to Plano counts for the Frisco cell that saw the ad.

Store by storeWhere each store pays

Each cell belongs to one store, so lift is read separately for Plano, Lemmon Ave, South Lamar and Domain Northside. The end-of-test read decides what scales in 2027 and informs where the next Texas store should go.

What a yes starts

Proposed dates · they move with the start date

By Nov 13Pick the tier

Choose $75K, $100K or $150K for the test and confirm the four stores and their trade areas.

By Nov 18Creative versioned

Hattie B's existing video and photography cut into store-specific spots and banners with the heat ladder.

By Nov 20Cells and controls locked

Live and held-out cells set, order and visit tracking connected, baseline read taken.

Nov 23, 2026Live

The test goes live on a Monday and runs through Dec 31. First read two weeks in, final read in mid-January.