Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- In a nutshell
- Competitive context
- Segment performance
- Starbucks quick take
- Dunkin’ quick take
- The independent coffeehouse quick take
- Celebrating “Independents Day”
- Innovation and innovators
- Boosting up beverages
- Focusing on food
- Going green
- Health and wellness
- Advertising and marketing focus
- Rounding out the consumer
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- Figure 1: Usage and mean usage of coffeehouses and donut shops, April 2008
- Coffeehouse and donut shop food and drink purchases
- How coffeehouses are used
- Interest in coffeehouse attributes
Insights and Opportunities
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- Key points
- Tapping into the teen market
- Being a part of the community
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- Figure 2: How coffeehouses are used, by gender, April 2008
- Grab and Go
- Breakfast – the most important meal of the day
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- Figure 3: Most important breakfast attributes, weekday, March 2008
- Reward the regulars
- A competitive co-brand twist
Market Size and Forecast
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- Figure 4: U.S. system-wide sales of top coffeehouses and donut shops, 2005 and 2007
- Figure 5: U.S. system-wide sales of top coffeehouses and donut shops, at current prices, 2005-09
- Figure 6: U.S. system-wide sales of top coffeehouses and donut shops, at constant prices, 2005-09
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Competitive Context
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- Key points
- Cannibalization
- QSRs
- Fast Casual
- Convenience stores and gas stations
Segment Performance
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- Key points
- Coffeehouses
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- Figure 7: U.S. retail coffeehouse sales at top three chains, 2005 and 2007
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- Figure 8: U.S. retail coffeehouse units at top three chains, 2005 and 2007
- Donut shops
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- Figure 9: U.S. retail donut shop sales at top three chains, 2005 and 2007
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- Figure 10: U.S. retail donut shop units at top three chains, 2005 and 2007
Market Drivers
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- Key points
- The impacts of economic slowdown
- Restaurant spending is down
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- Figure 11: Spending at restaurants compared to last year, January 2008
- Figure 12: Ways consumers have cut down on restaurant spending, January 2008
- Rising food costs
- A thriving coffee culture
- Focusing on food
Analysis: Starbucks
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- Trouble afoot
- Changes in the works
- How demographics can reinvigorate the brand
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- Figure 13: Starbucks demographic profile, 2007
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- Figure 14: Top Starbucks’ cohorts, by average number of visits in past 30 days
Analysis: Dunkin’ Donuts
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- A gorilla flexes geographic muscles
- Core offerings and innovations
- The demographic connection
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- Figure 15: Dunkin’ Donuts demographic profile, 2007
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- Figure 16: Top Dunkin’ Donuts’ cohorts, by average number of visits in past 30 days
Analysis: The Independent Coffeehouse
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- Intelligentsia finds niche with “Third Wave” premium coffee
- The Independent Fan Club
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- Figure 17: Preference for independent coffeehouses, key demographics, April 2008
Restaurant Brand Qualities
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- Key points
- Starbucks – too much of a good thing?
- The Dunkin’ Dilemma
Innovation and Innovators
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- Key points
- Boosting up beverages
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- Figure 18: Top beverage types at coffeehouses and donut shops, 2006-08
- Focusing on food
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- Figure 19: Top 15 menu item dishes at coffeehouses and donut shops, 2006-08
- Celebrating “Independents Day”
- Going green
- Health and wellness
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- Figure 20: Top 10 nutritional claims for coffeehouses and donut shops, Q1 2008
- Overseas expansion
Advertising and Promotion
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- Key points
- Interactive marketing
- Giveaways and sampling
- Television advertising
- Dunkin’ Donuts
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- Figure 21: Sobe Coolata, Dunkin’ Donuts
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- Figure 22: Rachel Ray, Dunkin’ Donuts
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- Figure 23: Jermaine Dupri, Dunkin’ Donuts
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- Figure 24: Vanilla Spice, Dunkin’ Donuts
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- Figure 25: Milky Way hot chocolate, Dunkin’ Donuts
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- Figure 26: Everyday man, Dunkin’ Donuts
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- Figure 27: Oven toasted line, Dunkin’ Donuts
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- Figure 28: Oven Toasted Flatbread Sandwich, Dunkin’ Donuts
- Starbucks
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- Figure 29: Christmas Blend, Starbucks
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- Figure 30: Peppermint White Chocolate Mocha, Starbucks
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- Figure 31: Holiday drinks, Starbucks
- Tim Hortons
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- Figure 32: Hockey culture, Tim Hortons
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- Figure 33: Holiday gift giving, Tim Hortons
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- Figure 34: Deli Trio sandwich, Tim Hortons
Fast Forward Trends
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- Reinventing the Third Place
- Third Places formed
- The coffeehouse has been at the epicenter of this movement:
- Third Places lost
- The profit conundrum
- The Third Place needs to pay the bills
- Giving the Third Place added dimension
- Stress Society
- What's It About?
- What We've Seen
- Specifics
- A wellness brand in the making?
Coffeehouse and Donut Shop Usage
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- Key points
- Coffeehouse and donut shop usage
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- Figure 35: Usage of coffeehouses and donut shops in past month, by age, April 2008
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- Figure 36: Use and mean usage of coffeehouses and donut shops in past month, by gender, April 2008
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- Figure 37: Mean usage of coffeehouses and donut shops in past month, by age, April 2008*
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- Figure 38: Mean usage of coffeehouses and donut shops in past month, by household income, April 2008
Coffeehouse and Donut Shop Food and Drink Purchases
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- Key points
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- Figure 39: Types of beverages purchased at coffeehouses and donut shops, April 2008
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- Figure 40: Types of food purchased at coffeehouses and donut shops, April 2008
- Coffeehouses
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- Figure 41: Types of beverages and food purchased at coffeehouses, by gender, April 2008
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- Figure 42: Types of beverages and food purchased at coffeehouses, by age, April 2008
- Donut shops
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- Figure 43: Types of beverages and food purchased at donut shops, by gender, April 2008
- Figure 44: Types of beverages and food purchased at donut shops, by age, April 2008
How Coffeehouses Are Used
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- Key points
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- Figure 45: How coffeehouses are used, by topline and gender, April 2008
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- Figure 46: How coffeehouses are used, by topline, employment status and gender, April 2008
- Figure 47: How coffeehouses are used, by employment status and household income, April 2008
Interest in Coffeehouse Attributes
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- Key points
- Convenience and price
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- Figure 48: Interest in coffeehouse convenience and price, by topline and age, April 2008
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- Figure 49: Interest in coffeehouse convenience and price, by presence of children, April 2008
- Food and beverage variety
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- Figure 50: Interest in coffeehouse food and beverage variety, by topline and gender, April 2008
- Value-add offerings
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- Figure 51: Interest in coffeehouse value-add offerings, by topline and gender, April 2008
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- Figure 52: Interest in coffeehouse value-add offerings, by age, April 2008
Donut Shop visit Rationales
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- Key points
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- Figure 53: Reasons for visiting a donut shop, by gender, April 2008
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- Figure 54: Reasons for visiting a donut shop, by age, April 2008
- Figure 55: Reasons for visiting a donut shop, by household income, April 2008
Custom Consumer Groups: Gender by Age
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- Coffeehouse food and drink purchases
- Key takeways
- Supporting points
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- Figure 56: Types of beverages and food purchased at coffeehouses, males and females, ages 18-34-35-54, and 55+, April 2008
- Donut shop food and drink purchases
- Key takeway
- Supporting points
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- Figure 57: Types of beverages and food purchased at donut shops, males and females, ages 18-34-35-54, and 55+, April 2008
Demographic Focus: Region
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- Key points
- Coffeehouse and donut shop usage
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- Figure 58: Usage of coffeehouses and donut shops in past month, by region, April 2008
- Donut shop food and drink purchases
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- Figure 59: Types of beverages purchased at donut shops, by region, April 2008
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- Figure 60: Reasons for visiting a donut shop, by region, April 2008
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- Figure 61: Attitudes towards coffeehouses, by regions, April 2007
Cluster Analysis: Perkless Frugals, Big-Spending Grandes, Daily Dosers
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- Perkless frugals
- Opportunity
- Who they are
- Big-spending grandes
- Opportunity
- Who they are
- Daily dosers
- Opportunity
- Who they are
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- Figure 62: Coffeehouse user clusters, May 2008
- Figure 63: How many times in the past month have you purchased drinks or food (for dine-in, take-out or delivery) at each of the following coffeehouses or donut shops? by coffeehouse user clusters, May 2008
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- Figure 64: Please tell us whether you have purchased any of the following food or drink items in the last six months from a coffeehouse by coffeehouse user clusters, May 2008
- Figure 65: Please tell us whether you go to a coffeehouse for any of the following reasons by coffeehouse user clusters, May 2008
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- Figure 66: When I visit a coffeehouse, I am interested in whether it… by coffeehouse user clusters, May 2008
- Figure 67: Please tell us how many cups of coffee you drink by coffeehouse user clusters, May 2008
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- Figure 68: Do you agree with any of the following statements? by coffeehouse user clusters, May 2008
- Figure 69: Please indicate whether you agree with the following statements by coffeehouse user clusters, May 2008
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- Figure 70: Coffeehouse user clusters by gender, May 2008
- Figure 71: Coffeehouse user clusters by age group, May 2008
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- Figure 72: Coffeehouse user clusters by income group, May 2008
- Figure 73: Coffeehouse user clusters by race, May 2008
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- Figure 74: Coffeehouse user clusters by Hispanic origin, May 2008
Appendix: Other Useful Consumer Tables
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- Figure 75: Mean usage of coffeehouses and donutshops in past month, by race/Hispanic origin, April 2008*
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- Figure 76: Types of beverages and food purchased at coffeehouses, by race/Hispanic origin, April 2008
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- Figure 77: Types of beverages and food purchased at donut shops, by race/Hispanic origin, April 2008
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- Figure 78: Interest in coffeehouse value-add offerings, by race/Hispanic origin, April 2008
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- Figure 79: Reasons for visiting a donut shop, by race/Hispanic origin, April 2008
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- Figure 80: Coffeehouse purchasing preferences and local attitudes, by race/Hispanic origin, April 2008
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Appendix: Trade Associations
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