The Santa Fe Grill was located on an out parcel on the east side near the main entrance of the Cumberland Mall. The mall has 75 or more stores and is considered very successful for the area. A market research company was located in the mall so they decide to use a mall intercept approach to collect customer data. Another Mexican restaurant that had been in business longer and appeared to be more successful was also on an out parcel at the same mall, but its location was on the west side of the mall. The goal was to complete interviews with 250 individuals who had recently eaten at the Santa Fe Grill and 150 diners who had recently eaten at Jose's Southwestern Cafe. Additionally, employees of the Santa Fe Grill were asked to log on to a website to complete the employee survey.