(St. Augustine, n.d.) (DrRandomFactor, 2012)

Analytics DesignMKTG 56367 Marketing Analytics

February 16th 2016

Prepared for: Paul Sarkissian & CBOCS Properties Inc.

Prepared by:Shweta Bhagat, Justin Dominic, Kevin Jeffrey &

Aditya Suryawanshi

(Strimpopulos, 2013)

Contents

Analytics Design...............................................................3Type of Analytics............................................................3Population and Sample..................................................3

Analytics Platform/Software........................................4Research Objectives......................................................7Hypothesis......................................................................8Project Schedule...........................................................9References....................................................................10

(Pinterest, n.d.)

Toronto Premium Outlets (source: Google Maps)

Analytics DesignType of AnalyticsInitially we conducted exploratory research just to get a better idea of the background of

the company and what possibilities are out there for an expansion into the Ontario

market.

As our work progresses, we’ve gone on to adopt a combination of research designs just

to give our team the best idea as to how this expansion could look. We’ll bring into the

process the Ministry of Transportation (MTO) just to get a look at traffic volumes along

the 401 Highway during prime periods of travel. Based on those numbers we could get

a good sense of how much of the traffic to the Cracker Barrel store could be through

(traveling) and local (residential).

Causal research was referenced in the proposal and we’re going to stick to that in terms

of the menu changing. There might be an indication to alter some things to appeal to

Canadian residents/travelers but in general the home-cooked food that Cracker Barrel

offers is unique to the brand. To get a sense of the price gap for adopting the Cracker

Barrel menu in Ontario, in our next report we’re going to use American and Canadian

prices for a few sit-down restaurants that exist in both countries.

Internal financial numbers of CBOCS, although they’ll be in American dollars, is a good

indication as to how the company performs right now and what kind of financial

capabilities are needed for this Canadian expansion to work effectively.

Population and Sample Our population of interest when we started this venture was in general families but more

specific the traveling family because they’re more likely to use Cracker Barrel as a stop

along their route to wherever they happen to be going.

Analytics Platform/SoftwareOur main platforms for our research include PiinPoint and Environics Analytics.

SG SESI Name Count % Base Count Base % IndexU1 01 Cosmopolitan Elite 4,111 0.32 107,481 0.78 41U1 02 Urbane Villagers 11,271 0.88 150,262 1.09 81U1 08 Boomerang City 11,080 0.87 305,393 2.22 39S1 04 Suburban Success 5,907 0.46 164,001 1.19 39S1 06 Kids & Careers 101,521 7.95 631,887 4.59 173S1 10 Emptying Nests 2,013 0.16 134,104 0.97 16E1 09 Satellite Burbs 49,155 3.85 660,884 4.80 80E1 17 Exurban Wonderland 6,547 0.51 124,494 0.90 57S2 16 Pets & PCs 108,313 8.48 571,916 4.15 204S2 18 Management Material 21,392 1.68 157,702 1.14 146S2 37 Trucks & Trades 9,302 0.73 192,634 1.40 52S2 50 Suburban Scramble 6,355 0.50 260,897 1.89 26S3 14 Diversity Heights 68,512 5.37 229,584 1.67 322S3 15 Heritage Hubs 131,349 10.29 617,381 4.48 230S3 20 South Asian Achievers 263,231 20.61 417,932 3.03 680S3 25 South Asian Society 97,033 7.60 193,146 1.40 542S3 42 Home Sweet Rows 61,480 4.81 250,139 1.82 265U2 05 Asian Sophisticates 69,584 5.45 358,277 2.60 210U2 13 Asian Avenues 133 0.01 207,008 1.50 1U2 27 Diverse City 34,771 2.72 498,327 3.62 75U2 28 Metro Multiculturals 19,875 1.56 297,664 2.16 72U4 31 New World Symphony 56,725 4.44 293,104 2.13 209U4 43 Newcomers Rising 49,524 3.88 525,323 3.81 102

Toronto Premium Outlets (Halton Hills) L7G 0J1

When we get a look at the Halton Region (including Milton and Halton Hills) the four

snapshots that standout are South Asian Achievers, Heritage Hubs, Pets & PCs as well

as Kids & Careers. Our main snapshot, South Asian Achievers, has a household

income of $103,620.00 and very much reflects the increasing diversity of our country’s

visible minority population. (Environics Analytics, 2015)

Courtesy: Environics Analytics

Population 2010 2011 2015 2017 2020 2025 GrowthHousehold 56 56 70 74 78 85 +52.17%

0 Trade Area Halton (Census Division)Ontario CanadaMedian Income $91,253.53 $99,699.14 $74,148.26 $70,544.82

0 Trade Area Halton (Census Division)OntarioAll 41.1 34.26 33.54

Criteria Halton (Census Division)Ontario Canada 0Total Pop. 551,113 13,380,594 33,012,449 0

Criteria Trade Area 5 min Drive 10 min Drive 15 min DriveTotal Pop. 69.76 39,762 308,212 849,064

Courtesy of Piinpoint.com

Toronto Premium Outlets (Halton Hills) L7G 0J1

Above is a breakdown of the immediate area population and the projections of growth

for the next nine years. The next page looks at restaurants in the immediate area of

Toronto Premium Outlets.

(Delisio, 2014) (Mintz, 2013)

Name Address City Driving Distance Walking DistanceSbarro 13850 Steeles Ave W Georgetown 8 mins 12 minsTim Hortons 401 & Trafalgar Rd Hornby Hornby 9 mins 13 minsTim Hortons 13605 Steeles Ave W Hornby 12 mins 6 minsSubway 7443 Trafalgar Rd S Hornby 8 mins 15 minsLivno Meat & Deli 12951 Steeles Ave Ss 111 Hornby 10 mins 17 minsTim Hortons 30 Derry Rd E Milton 7 mins 55 minsThai Delight 6970 Lisgar Dr Mississauga 5 mins 1 hour 16 minsSubway 6970 Lisgar Dr Mississauga 5 mins 1 hour 16 minsPizza Nova 6970 Lisgar Dr Mississauga 5 mins 1 hour 17 minsBayti Restaurant 3160 Argentia Rd Mississauga 6 mins 1 hour 28 minsMcdonald's 7382 Argentia Rd Mississauga 6 mins 1 hour 27 minsMontana's Restaurant 3065 Argentia Rd Mississauga 6 mins 1 hour 27 minsTim Hortons 3110 Argentia Rd Mississauga 5 mins 1 hour 27 minsTwice the Deal Pizza 15 Brownridge Rd Halton Hills 13 mins 48 minsThe Keg Steakhouse & Bar 3130 Argentia Rd Mississauga 5 mins 1 hour 26 minsLittle Caesars Pizza 3055 Argentia Rd Mississauga 5 mins 1 hour 24 minsTim Hortons 3285 Derry Rd W Mississauga 5 mins 1 hour 25 minsSwirlyz Yogurt Cafe 3221 Derry Rd W Mississauga 6 mins 1 hour 25 minsQuiznos 3221 Derry Rd W Mississauga 6 mins 1 hour 25 minsPho Ao Sen 3221 Derry Rd W Mississauga 6 mins 1 hour 25 minsHeritage Fish & Chips 3221 Derry Rd W Mississauga 6 mins 1 hour 25 minsLionheart British Pub & Restaurant3221 Derry Rd W Mississauga 6 mins 1 hour 25 minsWok For U 3221 Derry Rd W Mississauga 6 mins 1 hour 25 minsBuffalo Wild Wings 3015 Argentia Rd Mississauga 6 mins 1 hour 24 minsDairy Queen 3155 Argentia Rd Mississauga 6 mins 1 hour 23 minsGino's Pizza 3221 Derry Rd W Mississauga 6 mins 1 hour 26 minsMcdonald's 3155 Argentia Rd Mississauga 5 mins 1 hour 23 minsTaco Del Mar 3041 Argentia Rd Mississauga 6 mins 1 hour 23 minsMr Greek Express 3021 Argentia Rd Mississauga 6 mins 1 hour 23 minsSunset Grill 3021 Argentia Rd Mississauga 6 mins 1 hour 23 minsMizuki Grill Teriyaki Inc 3021 Argentia Rd Mississauga 5 mins 1 hour 22 minsSubway 3041 Argentia Rd Mississauga 6 mins 1 hour 23 minsSouth St Burger Co 3021 Argentia Rd Mississauga 5 mins 1 hour 22 minsExtreme Pita 3021 Argentia Rd Mississauga 6 mins 1 hour 22 minsPizza Depot 3945 Doug Leavens Blvd Mississauga 6 mins 1 hour 28 minsJack Astor's Bar & Grill 2967 Argentia Rd Mississauga 5 mins 1 hour 22 minsTim Hortons 2980 Argentina Rd Mississauga 4 mins 1 hour 23 minsMoxie's Grill & Bar - Argentia 2959 Argentia Rd Mississauga 5 mins 1 hour 23 minsMoxie's Classic Grill 2959 Argentia Rd Mississauga 5 mins 1 hour 23 minsMucho Burrito 2963 Argentia Rd Mississauga 5 mins 1 hour 23 minsPizzaville 7025 Danton Prom Mississauga 6 mins 1 hour 32 mins241 Pizza 2980 Cross Current Dr Mississauga 5 mins 1 hour 28 minsChuck E Cheese's 2945 Argentia Rd Mississauga 5 mins 1 hour 24 minsHero Certified Burgers 2969 Argentia Rd Mississauga 5 mins 1 hour 24 minsMucho Burrito 2963 Argentia Rd Mississauga 5 mins 1 hour 25 minsPizza Hot Pizza 3899 Trelawny Cir Mississauga 8 mins 1 hour 36 minsDeeba Pizza and Wings 3899 Trelawny Cir Mississauga 8 mins 1 hour 35 minsMississauga Grill 3899 Trelawny Cir Mississauga 8 mins 1 hour 36 minsTim Hortons 1515 Main St E Milton 10 mins 1 hour 10 mins

Courtesy of Piinpoint.com

Research Objectives1) To determine the feasibility of a location in Halton Hills, with plans to perhaps expand

to Windsor near the Devonshire Mall as well as adjacent to the Outlet Collection at

Niagara.

- We understand that the numbers are low with concerns to population around the

desired area but we’ll also look to see what kind of highway traffic we could get to

sustain the restaurant.

2) To evaluate the profile of customers that will utilize a different, more economical food

option.

- This will be achieved using our research of our top snapshots through Environics

Analytics, restaurant competition via PiinPoint, and as referenced earlier in the design

taking two restaurants that are in both countries and breaking down the price difference

between three common dishes to determine how that might work for Cracker Barrel. In

addition, should the information be available, looking at what kind of cover Cracker

Barrel would have, meaning how many times the restaurant can turn the table over in a

day or an hour when it comes to quick service.

3) To determine the right method to market this American chain of country stores to

Canadians.

- In the United States, Cracker Barrel has utilized many ways of marketing, including

billboard advertising for highway drivers. They’ve even switched advertising agencies in

the last five years (Lombaerde, 2011). We want to see what would be the best

Integrated Marketing Communication would be to get people in the restaurant.

Hypothesis 1) Based on our research, the Cracker Barrel brand could get the traffic necessary of

travelers and locals to succeed in Canada.

- In addition to the traffic necessary, as referenced in our proposal, a Cracker Barrel

location would need to sustain a net income of between 5 and 6 thousand dollars in

addition to 69-thousand dollars in average restaurant sales (Incorporated, 2015).

2) The Cracker Barrel chain of restaurants attracts countless Canadians in the U-S,

therefore it should have the same effect north of the border.

- Looking at traffic volumes through the Ministry of Transportation and investigating

towns/cities in the United States that are close to the Canadian border (Lancaster, New

York and Port Huron, Michigan) would give us an idea of where the local population is

comparable to the Canadian locations being considered.

3) The same image of the Old Country Store and home cooked meals will appeal to

travelers and locals to try something different.

- The traditional Southern Cuisine menu is what makes the Cracker Barrel brand unique

to this market. It’s also alcohol-free, which separates it from the Applebee’s, Kelsey’s

and Denny’s of the sit-down category. It also means it could be considered a quick food

service restaurant such as McDonald’s, Wendy’s and Burger King.

(Noble, 2012) (Noble, 2012)

Project ScheduleCracker Barrel Old Country Store

Winter 2016 (Budget $35,000)Date Location(s) To-Do Resources

February 17th Analytics ProposalMarch 16th Analytics DesignMarch 23rd Primary:

Toronto Premium Outlets (Halton Hills)

Secondary:

Devonshire Mall (Windsor) & Outlet Collection at Niagara

- Feedback on the Design from Paul Sarkissian & Cracker Barrel Old Country Store Incorporated (CBOCS)

- Statistics Canada- U.S. Data and Statistics- Piinpoint- Environics Analytics- Consumer Trends- CBOCS Properties Inc.- Ministry of Transportation (MTO)- Restaurant websites (sit-down & quick service)

March 30th - Toronto Premium Outlets investigation- If time permits research on the Windsor & Niagara locations

April 6th Collect all of our work & compile together in the final report

April 13th Analytics Report

Cracker Barrel USA locations (source: mapforums.com)

References

Delisio, M. (2014, May 15). Outlet Collection at Niagara Grand Opening. Retrieved from naturallyinniagara.ca: http://naturallyinniagara.ca/articles/outlet-collection-at-niagara-grand-opening/7914/

DrRandomFactor. (2012, October 3). Flag of Ontario. Retrieved from Wikimedia Commons: https://commons.wikimedia.org/wiki/File:Flag_Map_of_Ontario.png

Environics Analytics. (2015). Prizm5 Snapshots 2015. Retrieved from Environics Analytics: https://en.environicsanalytics.ca/Envision/Content/Support/Reference%20Documents/PRIZM5/PRIZM5%20Snapshots%202015.pdf

Incorporated, C. P. (2015). Retrieved from crackerbarrel.com: http://files.shareholder.com/downloads/CBRL/1691502095x0x853196/609FCEED-FC18-4EB5-A810-DFEE440189B2/B546HY0_CB_2015_HR.PDF

Lombaerde, G. D. (2011, July 28). Cracker Barrel switches ad agency. Retrieved from Nashville Post: http://www.nashvillepost.com/business/area-stocks/article/20459609/cracker-barrel-switches-ad-agency

Mintz, C. C. (2013, July 31). Toronto Premium Outlets Opens in Halton Hills. Retrieved from Delectably Chic: http://www.delectablychic.com/2013/07/toronto-premium-outlets/

Noble, S. (2012, December 30). Cracker Barrel Campaign Illustrations. Retrieved from canvas.pantone.com: http://canvas.pantone.com/gallery/Cracker-Barrel-Campaign-Illustrations-by-Steven-Noble/6475027

Pinterest. (n.d.). Retrieved from Pinterest.com: https://www.pinterest.com/pin/152137293632968144/

St. Augustine, F. V. (n.d.). Cracker Barrel. Retrieved from augustine.com: http://augustine.com/restaurant/cracker-barrel

Strimpopulos, N. (2013, February 11). Cracker Barrel Outdoor Boards. Retrieved from behance.net: https://www.behance.net/gallery/CRACKER-BARREL-OUTDOOR-BOARDS/7106363