Estimating the Coffee Shop Market in Mississauga using Esri Business Analyst

Disclaimer

This is a student project completed as part of the Advanced GIS Diploma requirements at the Centre of Geographic Sciences (COGS). All data was analyzed with Esri Business Analyst using a dataset compiled Duns and Bradstreet Solutions. The figures presented are estimates only and should not be used for any decision making purposes.

Introduction

Coffee or ‘black gold’ as it is referred to by those working in the industry is big business. It was the highest selling hot beverage in Canada and in 2011 with over 14 billion cups consumed. Approximately 64% of Canadians drink coffee every day which is the equivalent to 12.7 pounds of roasted coffee per capita. The predominant market for coffee is age driven. It is the drink of choice for Canadians aged 25 to 49 (after water). Coffee consumption is the highest in the 50+ age category and lowest in those below 24 years of age (Source: Coffee and Tea Industry Trends from the Canadian Coffee and Tea Show (2011) Agri-Food Canada).

The purpose of this study is to examine the coffee shop industry in Mississauga, Ontario. The focus of the study is the Tim Hortons coffee shop chain which will be compared to its competitors. A combination of estimated sales volume and census data will be used to rank stores and compare Tim Hortons performance to competitors. All data used in this study was obtained from Esri Business analyst.

Mississauga is Canada’s 6th largest and fastest growing major city (Source: City of Mississauga Website). Mississauga is home to over 720,000 residents with a work force of over 425,000 people. Mississauga is also a part of the Greater Toronto Area (GTA) which is the largest population centre in Canada.

In this study 154 coffee shops were assessed of which Time Hortons had the highest number of stores at 68 locations. The total sales volume of the Mississauga coffee shop market was estimated at over 10 million dollars. The market share and sales volume of the coffee shop market in Mississauga is shown in Figure 1.

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