How AI and your cell phone data decide which stores come to Utah

SALT LAKE CITY — Utah’s rapid growth has brought new shopping centers, restaurants and some of the most sought-after brands. If you’ve ever wished for a Trader Joe’s, Buc-ee’s or Costco in your neighborhood, here’s the secret: it’s not luck — it’s data. Artificial intelligence is playing matchmaker between retailers and communities, and your cell phone is a big part of the equation.

From baby back ribs to big data

Tooele’s new Chili’s restaurant didn’t just open — it shattered records. “Busiest opening out of any Chili’s in the entire country,” said John Perez, Tooele’s economic development director.In just two months, the retail center hosting Chili’s logged nearly one million visits. But city leaders know more than just foot traffic. They can see median household income, age range and education levels — even how many cars visitors own.

How do they know all this?

The answer: your phone. Every app you download and every piece of data you share creates a digital footprint. Companies partner with popular apps to collect anonymous information, which AI then analyzes to determine whether a community can support a new store. “It’s not identifiable,” Perez explained. “It doesn’t identify anybody unique. It really is just group classes.” This data can even reveal what news you read, what magazines you like and where you spend your money. In Washington City, for example, AI showed that In-N-Out Burger was the top destination — and most visitors came straight from the golf course.

Recruiting big names

City leaders use this insight to attract major retailers.

• Washington City leveraged data to bring WinCo Foods and Panera Bread, and is courting a big sporting goods store.
• Springville’s demographics helped land a Buc-ee’s mega gas station.
• Herriman scored two of the most coveted brands: Trader Joe’s and Target.

“Residents are excited,” said Jonathan LaFollette, Herriman’s Communications Manager. “It’s a big deal to have it here.”

Why it matters

These partnerships boost local economies and improve quality of life. “All of those people now will come here to spend their tax dollars,” said Tooele Mayor Debbie Winn. “It benefits all of us.” Residents agree: more dining options, more jobs and fewer trips to Salt Lake. “It feels like we’re not just an appendage to Salt Lake. We’re a real place,” said Kathleen Halladay of Tooele.

The bottom line

AI and cell phone data are transforming retail development. City leaders call themselves “matchmakers” between brands and communities — like a dating app for businesses. And while data drives decisions, relationships still matter. Some deals are under wraps until contracts are signed, so stay tuned for more big announcements. Editor's note: This story was featured on KSL TV's Sunday Edition segment.

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