Primary Competitor Analysis: Canyon Creek

Primary Competitor Analysis
The purpose of this study is to determine primary, secondary and tertiary competitors of Canyon Creek. We then an apply this information to the new trading trading area of 2 St. Clair East in Toronto. The management team supported our findings from survey results in determining primary competitor analysis. At the original Canyon Creek location question 5, “If for some reason this foodservice outlet/ restaurant was not open for business today/tonight, what other restaurant would you have selected?” Guests were given space to name up to 3 restaurant locations in this area. Since Canyon Creek is located by the Airport, many of their guests are tourists, and do not know the surroundings of this location very well.
This value does have limitations since only 60.6% of the respondents stated that primary competitors were: The Keg, Jack Astors, Moxies, and Chop. Therefore, this study turns to secondary research from Open Table to help justify answers.
Open Table Scores
Restaurant
Overall Rating
Food
Service
Ambience
Noise
Canyon Creek- Airport
4.1
4
4
4.8
Moderate
Chop- Airport
4.1
3.9
4.1
4.2
Moderate
Moxies – 70 University
4.1
4.1
4.1
3.8
Moderate
The Keg- York Street
4.4
4.4
4.4
4.3
Moderate
The Keg- Younge and Eglinton
4.2
4.3
4.2
4.1
Moderate
Jack Astors Younge and Bloor
4.2
4.4
4.4
4.2
High

In the secondary trading area, the scores of these primary competitors as follows. Since the new Canyon Creek location has not been open, and Chop does not have a location in downtown, the original locations were used in this table. Concluding that the Keg will be Canyon Creek’s biggest competitor in the new location. Canyon Creek must attract the Keg’s guests and retain