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* Firm Name - Cracker Barrel Old Country Store

* Explanation (perceived wait time) - Rather than looking at wait-time as a problem, Cracker Barrel has actually found an ingenious way to turn a customer's wait-time into an opportunity to increase profitability. Cracker Barrel, as anyone who has been there probably knows, is a southern style food chain that serves country style foods at an exceptionally low price. They are often found right off of interstate freeways and state highways, and draw a lot of travelers in by positioning themselves in these locations. When you walk into a Cracker Barrel, you must go through the gift shop to get to the actual dining room, and the gift shop is just LOADED with various southern style groceries, gadgets, and games. One cannot help but be distracted by everything that you can buy in this gift shop. Cracker Barrel is usually packed, which usually means that you will be waiting once you get there. However, with everything there is in the gift shop to distract you, the wait-time does not end up being perceived as very long at all. In fact, a lot of the time when people's names are called, they are standing in line waiting on the gift shop cashier to ring them up for whatever they have collected in the store during their wait.

* Propositions

* Occupied Time Feels Shorter Than Unoccupied Time: While waiting to be sat, there are many things to occupy customers' attention in the gift shop. There are games you can play (which may entice you to buy them), groceries, gadgets, and decorations to occupy your time.

* The More Valuable the Service, the Longer the Customer Will Wait: The fact is, Cracker Barrel gives customers a tremendous amount of wholesome food at a very low price. With this being the case, it is worth the wait for a good, cheap meal. Additionally, with the gift shop having volumes of items to distract you, the value is increased even more.

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