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Turkey and cheese on a roll. if you're one of these customers at village cheese shop in palo alto california that sandwich looks like lunch. but if you're lindsay hiken, the owner here that sandwich looks like data, raw data. >> these are their bread choices, these are their spread choices, meat, cheese, toppings. if they wanted any deli side. >> at the 50 year deli shop which lins say has owned and operated since 2007 she turns everything into a number. >> we've been open 19 minutes, we've made 266 bucks. some of that is catering. who's visiting my business. a big slice is the 25 to 40-year-o...

It was a membership drive if i understand correctly, right? >> yes. it was being led by one of our texas moms. she was meeting with prospective members. it was a private meeting discussed on facebook. a member of open tech found out to be one of our members so they could find out when and where we were meeting. moms were eating lunch in the restaurant and looked outside and saw 40 people were getting out of cars and began to pull long guns out of their trunks. that included semiautomatic rifles. as you can imagine, that was pretty terrifying. they were just there to have a discussion and they ...

Next customer. take a close look at the turkey and cheese on a roll. if we're one of these customer that sandwich looks like lunch. but if you're lindsay the owner here that sandwich looks like data. raw data. >> these are the bread choices, the spread choices, meat, cheese, like that toppings and any deli salads and sides. at the 50-year-old lunch shop since she owned and operated since 2007 she's turned everything into a number. that's catering. we track how many people are coming in. who is visiting my business? the big slice is 25 to 34-year-old demographic. that's the biggest demographic....