1. (St. Augustine, n.d.) (DrRandomFactor, 2012)
Analytics Design
MKTG 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 ........................................................................................................................2
Type of Analytics...................................................................................................................2
Population and Sample .......................................................................................................3

2. 2
Analytics Platform/Software..................................................................................................4
Research Objectives.................................................................................................................7
Hypothesis...................................................................................................................................8
Project Schedule........................................................................................................................9
References...................................................................................................................................10
(Pinterest, n.d.)
Toronto Premium Outlets (source: Google Maps)
Analytics Design
Type of Analytics
Initially 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.

3. 3
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.

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

5. 5
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)
Population 2010 2011 2015 2017 2020 2025 Growth
Household 56 56 70 74 78 85 +52.17%
0 Trade Area Halton (Census Division)Ontario Canada
Median Income $91,253.53 $99,699.14 $74,148.26 $70,544.82
0 Trade Area Halton (Census Division)Ontario
All 41.1 34.26 33.54
Criteria Halton (Census Division)Ontario Canada 0
Total Pop. 551,113 13,380,594 33,012,449 0
Criteria Trade Area 5 min Drive 10 min Drive 15 min Drive
Total Pop. 69.76 39,762 308,212 849,064

6. 6
Courtesy of Piinpoint.com
Name Address City Driving Distance Walking Distance
Sbarro 13850 Steeles Ave W Georgetown 8 mins 12 mins
Tim Hortons 401 & Trafalgar Rd Hornby Hornby 9 mins 13 mins
Tim Hortons 13605 Steeles Ave W Hornby 12 mins 6 mins
Subway 7443 Trafalgar Rd S Hornby 8 mins 15 mins
Livno Meat & Deli 12951 Steeles Ave Ss 111 Hornby 10 mins 17 mins
Tim Hortons 30 Derry Rd E Milton 7 mins 55 mins
Thai Delight 6970 Lisgar Dr Mississauga 5 mins 1 hour 16 mins
Subway 6970 Lisgar Dr Mississauga 5 mins 1 hour 16 mins
Pizza Nova 6970 Lisgar Dr Mississauga 5 mins 1 hour 17 mins
Bayti Restaurant 3160 Argentia Rd Mississauga 6 mins 1 hour 28 mins
Mcdonald's 7382 Argentia Rd Mississauga 6 mins 1 hour 27 mins
Montana's Restaurant 3065 Argentia Rd Mississauga 6 mins 1 hour 27 mins
Tim Hortons 3110 Argentia Rd Mississauga 5 mins 1 hour 27 mins
Twice the Deal Pizza 15 Brownridge Rd Halton Hills 13 mins 48 mins
The Keg Steakhouse & Bar 3130 Argentia Rd Mississauga 5 mins 1 hour 26 mins
Little Caesars Pizza 3055 Argentia Rd Mississauga 5 mins 1 hour 24 mins
Tim Hortons 3285 Derry Rd W Mississauga 5 mins 1 hour 25 mins
Swirlyz Yogurt Cafe 3221 Derry Rd W Mississauga 6 mins 1 hour 25 mins
Quiznos 3221 Derry Rd W Mississauga 6 mins 1 hour 25 mins
Pho Ao Sen 3221 Derry Rd W Mississauga 6 mins 1 hour 25 mins
Heritage Fish & Chips 3221 Derry Rd W Mississauga 6 mins 1 hour 25 mins
Lionheart British Pub & Restaurant3221 Derry Rd W Mississauga 6 mins 1 hour 25 mins
Wok For U 3221 Derry Rd W Mississauga 6 mins 1 hour 25 mins
Buffalo Wild Wings 3015 Argentia Rd Mississauga 6 mins 1 hour 24 mins
Dairy Queen 3155 Argentia Rd Mississauga 6 mins 1 hour 23 mins
Gino's Pizza 3221 Derry Rd W Mississauga 6 mins 1 hour 26 mins
Mcdonald's 3155 Argentia Rd Mississauga 5 mins 1 hour 23 mins
Taco Del Mar 3041 Argentia Rd Mississauga 6 mins 1 hour 23 mins
Mr Greek Express 3021 Argentia Rd Mississauga 6 mins 1 hour 23 mins
Sunset Grill 3021 Argentia Rd Mississauga 6 mins 1 hour 23 mins
Mizuki Grill Teriyaki Inc 3021 Argentia Rd Mississauga 5 mins 1 hour 22 mins
Subway 3041 Argentia Rd Mississauga 6 mins 1 hour 23 mins
South St Burger Co 3021 Argentia Rd Mississauga 5 mins 1 hour 22 mins
Extreme Pita 3021 Argentia Rd Mississauga 6 mins 1 hour 22 mins
Pizza Depot 3945 Doug Leavens Blvd Mississauga 6 mins 1 hour 28 mins
Jack Astor's Bar & Grill 2967 Argentia Rd Mississauga 5 mins 1 hour 22 mins
Tim Hortons 2980 Argentina Rd Mississauga 4 mins 1 hour 23 mins
Moxie's Grill & Bar - Argentia 2959 Argentia Rd Mississauga 5 mins 1 hour 23 mins
Moxie's Classic Grill 2959 Argentia Rd Mississauga 5 mins 1 hour 23 mins
Mucho Burrito 2963 Argentia Rd Mississauga 5 mins 1 hour 23 mins
Pizzaville 7025 Danton Prom Mississauga 6 mins 1 hour 32 mins
241 Pizza 2980 Cross Current Dr Mississauga 5 mins 1 hour 28 mins
Chuck E Cheese's 2945 Argentia Rd Mississauga 5 mins 1 hour 24 mins
Hero Certified Burgers 2969 Argentia Rd Mississauga 5 mins 1 hour 24 mins
Mucho Burrito 2963 Argentia Rd Mississauga 5 mins 1 hour 25 mins
Pizza Hot Pizza 3899 Trelawny Cir Mississauga 8 mins 1 hour 36 mins
Deeba Pizza and Wings 3899 Trelawny Cir Mississauga 8 mins 1 hour 35 mins
Mississauga Grill 3899 Trelawny Cir Mississauga 8 mins 1 hour 36 mins
Tim Hortons 1515 Main St E Milton 10 mins 1 hour 10 mins

7. 7
Research Objectives
1) 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.

8. 8
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)

9. 9
Project Schedule
Cracker Barrel Old Country Store
Winter 2016 (Budget $35,000)
Date Location(s) To-Do Resources
February 17th
Analytics Proposal
March 16th
Analytics Design
March 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)

10. 10
References
Delisio,M.(2014, May 15). OutletCollection at Niagara Grand Opening.Retrievedfrom
naturallyinniagara.ca:http://naturallyinniagara.ca/articles/outlet-collection-at-niagara-grand-
opening/7914/
DrRandomFactor.(2012, October3). Flag of Ontario.RetrievedfromWikimediaCommons:
https://commons.wikimedia.org/wiki/File:Flag_Map_of_Ontario.png
EnvironicsAnalytics.(2015). Prizm5Snapshots2015. RetrievedfromEnvironicsAnalytics:
https://en.environicsanalytics.ca/Envision/Content/Support/Reference%20Documents/PRIZM5/
PRIZM5%20Snapshots%202015.pdf
Incorporated,C.P.(2015). Retrievedfromcrackerbarrel.com:
http://files.shareholder.com/downloads/CBRL/1691502095x0x853196/609FCEED-FC18-4EB5-
A810-DFEE440189B2/B546HY0_CB_2015_HR.PDF
Lombaerde,G.D. (2011, July28). Cracker Barrel switchesad agency. RetrievedfromNashvillePost:
http://www.nashvillepost.com/business/area-stocks/article/20459609/cracker-barrel-switches-
ad-agency
Mintz,C. C. (2013, July31). Toronto PremiumOutletsOpensin Halton Hills. RetrievedfromDelectably
Chic:http://www.delectablychic.com/2013/07/toronto-premium-outlets/
Noble,S.(2012, December30). CrackerBarrel Campaign Illustrations.Retrievedfrom
canvas.pantone.com:http://canvas.pantone.com/gallery/Cracker-Barrel-Campaign-Illustrations-
by-Steven-Noble/6475027
Pinterest.(n.d.).RetrievedfromPinterest.com:https://www.pinterest.com/pin/152137293632968144/
St. Augustine,F.V.(n.d.). CrackerBarrel.Retrievedfromaugustine.com:
http://augustine.com/restaurant/cracker-barrel
Strimpopulos,N.(2013,February11). Cracker Barrel OutdoorBoards.Retrievedfrombehance.net:
https://www.behance.net/gallery/CRACKER-BARREL-OUTDOOR-BOARDS/7106363