My final presentation for a simulated marketing project at BYU-Idaho

1. Fall Festival Three Product Line
Market Test Results
BY AARON BLANCH

2. Executive Summary
 Launch the Ciabatta line internationally
 Ciabatta ranked the highest in the test market survey
 Ciabatta had a steady average return of 3.69%

3. Fall Festival Survey Results
 Ciabatta had the best overall survey results (about 67%)
 Café Classic only did best on Value $ - with 68% vs. 58%
Fall Festival Market Test Research Research Weights
Line Ciabatta Holiday Café Weight 1 Weight 2 Weight 3
Overall Liking 72% 65% 42% 20% 20% 15%
Value $ 58% 36% 68% 10% 10% 10%
Overall Appearance 64% 68% 41% 10% 10% 10%
Overall Taste 81% 75% 54% 10% 10% 10%
Amount of Food 78% 84% 61% 10% 10% 10%
Future Purchase Intent 59% 56% 37% 20% 15% 20%
Visitation Impact 63% 50% 26% 20% 25% 25%
Average 68% 62% 47% 100% 100% 100%
Weight 1 67% 61% 43%
Weight 2 67% 60% 43%
Weight 3 66% 60% 43%

4.  Ciabatta had the fewest strong negative responses (6%)
 Café Classic had the most strong negative responses (17%)
Fall Festival Market Test Research Research Weights
Line Ciabatta Holiday Café Weight 1 Weight 2 Weight 3
Overall Liking 7% 8% 41% 20% 20% 15%
Value $ 14% 23% 14% 10% 10% 10%
Overall Appearance 5% 17% 27% 10% 10% 10%
Overall Taste 2% 6% 14% 10% 10% 10%
Amount of Food 5% 2% 13% 10% 10% 10%
Future Purchase Intent 4% 18% 11% 20% 15% 20%
Visitation Impact 0% 2% 3% 20% 25% 25%
Average 5% 11% 18% 100% 100% 100%
Weight 1 5% 10% 18%
Weight 2 5% 10% 17%
Weight 3 4% 10% 16%

5.  Café Classic and Ciabatta showed positive pre/post net control results
from the test
Average Pre/Post Net Control
Line DMA Avg Pre/Post Net Control Avg
Line
Ciabatta Miami 3.65%
Denver 5.35% 4.65%
Indianapolis 4.95%
Holiday Sacramento -4.05%
Hartford -1.74% -2.42%
Portland -1.45%
Café Classic Las Vegas 6.28%
Seattle 5.18% 6.71%
San Diego 8.66%

6. Café Classic Pre/Post Net Control & Breakeven
Comparison
 Café Classic showed a 5.54% increase in traffic above the break even
Café Classic Performance
Company Avg CM $ 5.21
Line Weighted CM $ 4.74
Loss Per Sale $ 0.47
Avg Plates Sold In Test 550.77
Total Loss $ 259.78
Line Margin $ 4.76
Break Even In Additional Customers 54.61
Company AW Guest Count 4672
Break Even In Customers 1.17%
Pre/Post Net of Control 6.71%
Net Above/Below Breakeven 5.54%

7. Ciabatta
 Ciabatta showed a 3.69% traffic increase above the break even
Ciabatta Line Perfomance
Company Avg CM $ 5.21
Line Weighted CM $ 4.55
Loss Per Sale $ 0.66
Avg Plates Sold In Test 309.82
Total Loss $ 204.48
Line Margin $ 4.57
Break Even In Add. Cust. 44.74
Company AW Guest Count 4672
Break Even In Customers 0.96%
Pre/Post Net of Control 4.65%
Net Above/Below Breakeven 3.69%

8. Conclusion
 The Café Classic line shows great traffic increases but
had very poor test market survey results
 The survey data showed that Ciabatta was ranked the
highest in the test market survey and Ciabatta had a
3.69% return

9. Recommendation
 Launch the Ciabatta line nationally to avoid
gambling with the Café Classic line
 Reasoning: The Café Classic line seems to involve
somewhat of a gamble according to the test market
survey data, while the Ciabatta line seems to be a
more sure long term gain

10. Appendix
 How company average CM was derived
 How the average product line CM was derived
 Pre/Post Net Control Methodology

11. How The Company Average CM Was Derived
Company Avg Contribution Margin
Sandwiches Avg Margin
AWPC Percent Weighted CM
Toulouse Turkey $ 5.30 101 8.09% 0.43
Chicken Salad $ 4.54 127 10.17% 0.46
Old World Veggie $ 4.95 88 7.05% 0.35
Black Forest Ham & Swiss $ 5.51 148 11.85% 0.65
Swiss Dip $ 5.27 64 5.12% 0.27
Classic Reuben $ 4.97 106 8.49% 0.42
Prosciutto & Asiago $ 5.27 104 8.33% 0.44
Manet's Seaside $ 5.19 87 6.97% 0.36
Portabello Panini $ 4.89 120 9.61% 0.47
Sicilian Salami $ 5.21 67 5.36% 0.28
Cordon Bleu $ 5.74 141 11.29% 0.65
Parmesan Beef $ 5.54 96 7.69% 0.43
Totals $ 5.20 1249 100% $ 5.21

12. How the Average Product Line Contribution
Margin Was Derived
 Took the weighted averages of the sandwiches in each product line
Miami Ciabatta Weighted Average Contribution Margin
Avg Weekly Plate Count Plates Percent CM Weights
Rosemary Chicken 232 54.0% $ 4.57 2.4678
Garden Mozz 69 16.0% $ 4.68 0.7488
Glazed Pork 129 30.0% $ 4.46 1.338
Totals 429 100% $ 4.57 $ 4.55
 Took the weighted averages of the three DMA’s for the product line
Ciabatta Avg. Cont. Margin
DMA Cont. Margin
Miami $ 4.55
Denver $ 4.59
Indianapolis $ 4.53
Average $ 4.56

13. Pre/Post Net Control Methodology
Miami DMA Avg Weekly Traffic Miami Ciabatta Pre/Post Net Control
2010 2011 Avg Pre Growth Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 1 3510 3468 -80 -1.90% 80 1.50% 3.40% 3.65%
Wk 2 3615 3559
Wk 3 3998 3934 -63.9713 -1.60%
Wk 4 3865 3775 -89.7894 -2.32%
Wk 5 3960 3872 -88.4831 -2.23%
Wk 6
Wk 7
3915
4145
3820
4057
-95.2966
-87.3947
-2.43%
-2.11% • Took the average change from pre/post
Wk 8 4298 4213 -85.43 -1.99% periods, subtracted the average pre period
Wk 9 4399 4313 -85.9736 -1.95%
Wk 10 4341 4225 -116.169 -2.68% change from the post period to get the
Wk 11
Wk 12
4416
4465
4318
4376
-97.7289
-89.5742
-2.21%
-2.01%
Pre/Post numbers.
Wk 13 4471 4438 -32.2339 -0.72%
Wk 14 4591 4566 -25.0687 -0.55%
Wk 15 4665 4640 • Then I net the pre/post with the average
Wk 16 4804 4796 pre/post change of the control which was
Wk 17 4865 4871
Wk 18 4861 4907 46 0.94% derived using the same method.
Wk 19 4922 4982 61 1.23%
Wk 20 5222 5297 75 1.44%
Wk 21 5296 5384 88 1.65%
Wk 22 5434 5520 86 1.58%
Wk 23 5520 5614 94 1.70%
Wk 24 5520 5614 94 1.70%
Wk 25 5521 5618 97 1.76%

14. Ciabatta Collection: Miami DMA
Miami DMA Avg Weekly Traffic Miami Ciabatta Weighted Average Contribution Margin
2010 2011 Avg Weekly Plate Count Plates Percent CM Weights
Wk 1 3510 3468 Rosemary Chicken 232 54.0% $ 4.57 2.4678
Wk 2 3615 3559 Garden Mozz 69 16.0% $ 4.68 0.7488
Wk 3 3998 3934 -63.9713 -1.60% Glazed Pork 129 30.0% $ 4.46 1.338
Wk 4 3865 3775 -89.7894 -2.32% Totals 429 100% $ 4.57 $ 4.55
Wk 5 3960 3872 -88.4831 -2.23%
Wk 6 3915 3820 -95.2966 -2.43%
Wk 7 4145 4057 -87.3947 -2.11%
Wk 8 4298 4213 -85.43 -1.99%
Wk 9 4399 4313 -85.9736 -1.95%
Wk 10 4341 4225 -116.169 -2.68% Miami Ciabatta Pre/Post Net Control
Wk 11 4416 4318 -97.7289 -2.21% Avg Pre Growth Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 4465 4376 -89.5742 -2.01% -80 -1.90% 80 1.50% 3.40% 3.65%
Wk 13 4471 4438 -32.2339 -0.72%
Wk 14 4591 4566 -25.0687 -0.55%
Wk 15 4665 4640
Wk 16 4804 4796
Wk 17 4865 4871
Wk 18 4861 4907 46 0.94%
Wk 19 4922 4982 61 1.23%
Wk 20 5222 5297 75 1.44%
Wk 21 5296 5384 88 1.65%
Wk 22 5434 5520 86 1.58%
Wk 23 5520 5614 94 1.70%
Wk 24 5520 5614 94 1.70%
Wk 25 5521 5618 97 1.76%

15. Ciabatta Collection: Denver DMA
Denver DMA Avg Weekly Traffic Weighted Average Contribution Margin
2010 2011 Sandwhich Plates Percent CM Weights
Wk 1 3313 3376 Rosemary Chicken 172 62.0% $ 4.57 2.8334
Wk 2 3412 3475 Garden Mozz 72 26.0% $ 4.68 1.2168
Wk 3 3774 3848 74.23443 1.97% Glazed Pork 33 12.0% $ 4.46 0.5352
Wk 4 3648 3733 84.79058 2.32% Total 277 100% $ 4.57 4.59
Wk 5 3738 3775 36.50285 0.98%
Wk 6 3696 3746 50.46058 1.37%
Wk 7 3912 4004 91.6618 2.34%
Wk 8 4057 4120 62.72296 1.55%
Wk 9 4152 4204 52.47956 1.26%
Wk 10 4098 4165 67.43164 1.65% Pre/Post Net Control
Wk 11 4168 4265 96.70858 2.32% Avg Pre Growth
Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 4215 4285 69.71453 1.65% 72 1.79% 346 6.89% 5.10% 5.35%
Wk 13 4220 4310 89.50623 2.12%
Wk 14 4334 4418 83.81691 1.93%
Wk 15 4403 4533
Wk 16 4534 4689
Wk 17 4592 4742
Wk 18 4589 4789 200 4.36%
Wk 19 4646 4908 262 5.64%
Wk 20 4929 5317 388 7.87%
Wk 21 4999 5428 429 8.58%
Wk 22 5129 5552 423 8.25%
Wk 23 5211 5598 387 7.43%
Wk 24 5210 5595 384 7.38%
Wk 25 5212 5503 292 5.59%

16. Ciabatta Collection: Indianapolis DMA
Indianapolis DMA Avg Weekly Traffic Weighted Average Contribution Margin
2010 2011 Sandwhich Plates Percent CM Weights
Wk 1 3379 3434 Rosemary Chicken 80 36.0% $ 4.57 1.6452
Wk 2 3480 3548 Garden Mozz 27 12.0% $ 4.68 0.5616
Wk 3 3849 3927 78.22238 2.03% Glazed Pork 116 52.0% $ 4.46 2.3192
Wk 4 3721 3798 76.94394 2.07% Total 223 100% $ 4.57 4.53
Wk 5 3812 3890 77.89537 2.04%
Wk 6 3769 3849 80.42805 2.13%
Wk 7 3990 4069 79.21089 1.99%
Wk 8 4137 4219 81.7156 1.98%
Wk 9 4234 4326 92.34631 2.18%
Wk 10 4179 4259 80.03815 1.92% Pre/Post Net Control
Wk 11 4251 4333 82.22411 1.93% Avg Pre Growth
Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 4298 4370 71.09582 1.65% 81 2.00% 340 6.70% 4.70% 4.95%
Wk 13 4304 4395 91.27967 2.12%
Wk 14 4420 4505 85.47762 1.93%
Wk 15 4491 4623
Wk 16 4624 4782
Wk 17 4683 4849
Wk 18 4680 4963 283 6.06%
Wk 19 4738 5048 310 6.54%
Wk 20 5026 5477 451 8.97%
Wk 21 5098 5536 438 8.58%
Wk 22 5231 5573 342 6.54%
Wk 23 5314 5624 310 5.83%
Wk 24 5314 5605 291 5.48%
Wk 25 5315 5612 297 5.59%

17. Holiday Classic: Sacramento DMA
Sacramento DMA Avg Weekly Traffic Weighted Average Contribution Margin
2010 2011 Sandwhich Plates Percent CM Weights
Wk 1 3641 3561 Roast Apple Pork 15 26.0% $ 4.12 1.0712
Wk 2 3750 3655 Turkey Cranberry 42 74.0% $ 4.17 3.0858
Wk 3 4148 4040 -107.839 -2.60% Total 56 100.0% $ 4.15 4.16
Wk 4 4010 3917 -93.1454 -2.32%
Wk 5 4108 4016 -91.7903 -2.23%
Wk 6 4062 3963 -98.8584 -2.43%
Wk 7 4299 4219 -80.1855 -1.87%
Wk 8 4459 4370 -88.6231 -1.99%
Wk 9 4563 4492 -70.5429 -1.55%
Wk 10 4503 4369 -134.021 -2.98% Pre/Post Net Control
Wk 11 4581 4434 -147.193 -3.21% Avg Pre Growth Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 4632 4521 -110.988 -2.40% -102 -2.32% -367 -6.63% -4.30% -4.05%
Wk 13 4638 4512 -126.195 -2.72%
Wk 14 4763 4689 -73.6352 -1.55%
Wk 15 4839 4765
Wk 16 4983 4925
Wk 17 5047 5104
Wk 18 5043 4844 -199 -3.94%
Wk 19 5105 4838 -267 -5.23%
Wk 20 5417 5068 -349 -6.43%
Wk 21 5494 5128 -366 -6.65%
Wk 22 5637 5210 -427 -7.58%
Wk 23 5727 5286 -441 -7.70%
Wk 24 5726 5285 -441 -7.70%
Wk 25 5728 5284 -444 -7.76%

18. Holiday Classic: Hartford DMA
Hartford DMA Avg Weekly Traffic Weighted Average Contribution Margin
2010 2011 Sandwhich Plates Percent CM Weights
Wk 1 3979 4017 Roast Apple Pork 67 36.0% $ 4.12 1.4832
Wk 2 4098 4148 Turkey Cranberry 118 64.0% $ 4.17 2.6688
Wk 3 4533 4588 55.84181 1.23% Total 185 100.0% $ 4.15 4.15
Wk 4 4382 4456 73.79065 1.68%
Wk 5 4490 4578 88.1971 1.96%
Wk 6 4439 4512 73.41344 1.65%
Wk 7 4699 4757 58.07408 1.24%
Wk 8 4873 4969 96.38094 1.98%
Wk 9 4986 5037 50.06389 1.00%
Wk 10 4921 4990 68.54503 1.39% Pre/Post Net Control
Wk 11 5006 5085 78.8006 1.57% Avg Pre Growth Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 5062 5136 73.705 1.46% 74 1.54% -27 -0.46% -2.00% -1.74%
Wk 13 5068 5163 94.23955 1.86%
Wk 14 5205 5280 75.10853 1.44%
Wk 15 5289 5370
Wk 16 5446 5530
Wk 17 5515 5522
Wk 18 5511 5476 -35 -0.64%
Wk 19 5579 5527 -52 -0.93%
Wk 20 5920 5865 -55 -0.92%
Wk 21 6004 5965 -39 -0.65%
Wk 22 6160 6154 -7 -0.11%
Wk 23 6258 6248 -11 -0.17%
Wk 24 6258 6251 -6 -0.10%
Wk 25 6259 6252 -7 -0.12%

19. Holiday Classic: Portland DMA
Portland DMA Avg Weekly Traffic Weighted Average Contribution Margin
2010 2011 Sandwhich Plates Percent CM Weights
Wk 1 3287 3157 Roast Apple Pork 12 16.0% $ 4.12 0.6592
Wk 2 3385 3276 Turkey Cranberry 63 84.0% $ 4.17 3.5028
Wk 3 3744 3623 -121.01 -3.23% Total 75 100.0% $ 4.15 4.16
Wk 4 3620 3486 -133.346 -3.68%
Wk 5 3709 3562 -147.025 -3.96%
Wk 6 3666 3532 -133.971 -3.65%
Wk 7 3881 3756 -125.596 -3.24%
Wk 8 4025 3865 -160.115 -3.98%
Wk 9 4119 3995 -123.735 -3.00%
Wk 10 4065 3927 -137.926 -3.39% Pre/Post Net Control
Wk 11 4135 3988 -147.802 -3.57% Avg Pre Growth
Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 4182 4037 -144.514 -3.46% -140 -3.54% -259 -5.24% -1.70% -1.45%
Wk 13 4187 4025 -161.578 -3.86%
Wk 14 4300 4152 -148.034 -3.44%
Wk 15 4369 4214
Wk 16 4498 4294
Wk 17 4556 4323
Wk 18 4552 4300 -252 -5.54%
Wk 19 4609 4368 -241 -5.23%
Wk 20 4890 4629 -260 -5.32%
Wk 21 4960 4694 -266 -5.35%
Wk 22 5089 4829 -260 -5.11%
Wk 23 5170 4902 -267 -5.17%
Wk 24 5169 4905 -264 -5.10%
Wk 25 5171 4906 -264 -5.12%

20. Café Classic: Seattle DMA
Seattle DMA Avg Weekly Traffic Weighted Average Contribution Margin
2010 2011 Sandwhich Plates Percent CM Weights
Wk 1 3313 3376 Classic Chicken Salad 182 42.0% $ 4.70 1.974
Wk 2 3412 3475 Classic Club 199 46.0% $ 4.77 2.1942
Wk 3 3774 3848 74.23443 1.97% Classic Egg Salad 52 12.0% $ 4.80 0.576
Wk 4 3648 3733 84.79058 2.32% Total 433 100% $ 4.76 4.74
Wk 5 3738 3842 103.7892 2.78%
Wk 6 3696 3783 87.41721 2.37%
Wk 7 3912 4004 91.6618 2.34%
Wk 8 4057 4160 103.2941 2.55%
Wk 9 4152 4246 93.9982 2.26%
Wk 10 4098 4182 83.82242 2.05% Pre/Post Net Control
Wk 11 4168 4265 96.70858 2.32% Avg Pre Growth
Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 4215 4327 111.8636 2.65% 89 2.24% 360 7.17% 4.93% 5.18%
Wk 13 4220 4310 89.50623 2.12%
Wk 14 4334 4383 49.146 1.13%
Wk 15 4403 4533
Wk 16 4534 4689
Wk 17 4592 4742
Wk 18 4589 4793 204 4.45%
Wk 19 4646 5053 407 8.77%
Wk 20 4929 5238 309 6.27%
Wk 21 4999 5268 269 5.38%
Wk 22 5129 5352 223 4.35%
Wk 23 5211 5390 179 3.44%
Wk 24 5210 5855 645 12.38%
Wk 25 5212 5853 641 12.29%

21. Café Classic: Sand Diego DMA
San Diego DMA Avg Weekly Traffic Weighted Average Contribution Margin
2010 2011 Sandwhich Plates Percent CM Weights
Wk 1 4146 4205 Classic Chicken Salad 195 45.0% $ 4.70 2.115
Wk 2 4270 4332 Classic Club 164 38.0% $ 4.77 1.8126
Wk 3 4723 4792 69.28815 1.47% Classic Egg Salad 74 17.0% $ 4.80 0.816
Wk 4 4566 4636 69.58639 1.52% Total 432 100% $ 4.76 4.74
Wk 5 4678 4761 83.1089 1.78%
Wk 6 4625 4688 63.15097 1.37%
Wk 7 4896 4962 65.75366 1.34%
Wk 8 5077 5141 63.70158 1.25%
Wk 9 5196 5262 65.67771 1.26%
Wk 10 5128 5233 104.903 2.05% Pre/Post Net Control
Wk 11 5217 5286 68.86187 1.32% Avg Pre Growth
Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 5275 5362 87.24713 1.65% 75 1.51% 619 9.92% 8.41% 8.66%
Wk 13 5281 5340 59.20331 1.12%
Wk 14 5424 5529 104.8961 1.93%
Wk 15 5511 5673
Wk 16 5675 5812
Wk 17 5747 5934
Wk 18 5743 5998 256 4.45%
Wk 19 5814 6498 684 11.77%
Wk 20 6168 7049 880 14.27%
Wk 21 6256 7281 1025 16.38%
Wk 22 6419 7147 728 11.35%
Wk 23 6521 7137 615 9.44%
Wk 24 6521 7002 481 7.38%
Wk 25 6522 6803 280 4.29%

22. Café Classic: Las Vegas DMA
Las Vegas DMA Avg Weekly Traffic Weighted Average Contribution Margin
2010 2011 Sandwhich Plates Percent CM Weights
Wk 1 4632 4543 Classic Chicken Salad 488 62.0% $ 4.70 2.914
Wk 2 4770 4682 Classic Club 283 36.0% $ 4.77 1.7172
Wk 3 5276 5172 -103.783 -1.97% Classic Egg Salad 16 2.0% $ 4.80 0.096
Wk 4 5101 4982 -118.541 -2.32% Total 786 100% $ 4.76 4.73
Wk 5 5226 5029 -197.362 -3.78%
Wk 6 5167 4941 -225.546 -4.37%
Wk 7 5469 5232 -237.534 -4.34%
Wk 8 5672 5471 -201.129 -3.55%
Wk 9 5804 5615 -189.458 -3.26%
Wk 10 5729 5554 -174.474 -3.05% Pre/Post Net Control
Wk 11 5828 5634 -193.479 -3.32% Avg Pre Growth
Avg Pre Avg Post Avg Post Pre/Post Pre/Post Net Control
Wk 12 5893 5677 -215.316 -3.65% -196 -3.49% 173 2.54% 6.03% 6.28%
Wk 13 5900 5657 -243.128 -4.12%
Wk 14 6059 5808 -250.475 -4.13%
Wk 15 6156 5975
Wk 16 6339 6249
Wk 17 6420 6403
Wk 18 6415 6637 222 3.45%
Wk 19 6495 6804 310 4.77%
Wk 20 6891 7185 294 4.27%
Wk 21 6989 7225 237 3.38%
Wk 22 7171 7339 168 2.35%
Wk 23 7285 7389 105 1.43%
Wk 24 7284 7312 27 0.38%
Wk 25 7286 7308 21 0.29%

23. Control
Control Avg Weekly Traffic - All Non-Test Markets
2010 2011
Wk 1 3300 3333
Wk 2 3399 3439
Wk 3 3759 3804 44.63132 1.19%
Wk 4 3634 3678 44.05547 1.21%
Wk 5 3723 3769 45.83432 1.23%
Wk 6 3681 3722 41.33808 1.12%
Wk 7 3897 3943 46.54579 1.19%
Wk 8 4041 4092 50.51325 1.25%
Wk 9 4135 4182 46.44095 1.12%
Wk 10 4081 4134 52.55314 1.29% Pre/Post Net Control
Wk 11 4152 4203 51.15239 1.23% Avg Pre Growth
Avg Pre Avg Post Avg Post Pre/Post
Wk 12 4198 4249 50.89512 1.21% 48 1.20% 47 0.95% -0.25%
Wk 13 4203 4254 50.98061 1.21%
Wk 14 4317 4364 47.58315 1.10%
Wk 15 4386 4437
Wk 16 4516 4569
Wk 17 4574 4625
Wk 18 4570 4622 51 1.12%
Wk 19 4627 4675 48 1.04%
Wk 20 4909 4965 56 1.13%
Wk 21 4979 5034 55 1.10%
Wk 22 5109 5146 37 0.73%
Wk 23 5190 5239 48 0.93%
Wk 24 5190 5231 42 0.80%
Wk 25 5191 5228 36 0.70%