Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Market size and sales data
- Consumer survey data
- Social media data
- Advertising Creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Consumers react to recession
- Sales dropped, but are rebounding
- Health remains a core concern
- Tech tools and social media have become essential
- Moving beyond the traditional storefront
- Menu Insights: New product introductions on the rise
- Younger patrons remain at the core of the industry; watch out for McCafé
- Consumers admit to spending less out and on coffee drinks
- Regular coffee continues to dominate; age and region dictate preferences
- Interest in food wanes
Insights and Opportunities
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- Aligning with health
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- Figure 1: What coffeehouse patrons would like to see more of, March 2010
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- Figure 2: Changes in consumption of non-alcoholic beverages at restaurants, by type, January 2010
- Twarketing? Twhat’s that?
- “Location! Location! Location!” goes high tech
- Expanding horizons
- Take it on the road
- Making a difference in the neighborhood and beyond
Competitive Context
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- Customers spend less and stay in
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- Figure 3: Coffeehouse and donut shop coffee-spending trends, March 2010
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- Figure 4: Coffeehouse and donut shop coffee-spending rationales, March 2010
- Customers are considering prices
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- Figure 5: Mean purchases of drinks at coffeehouses and donut shops in past month, February 2009 and March 2010
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- Figure 6: Mean purchase of food at coffeehouses and donut shops in past month, February 2009 and March 2010
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- Figure 7: Coffee beverage price comparison, Q1 2010
- The McElephant in the room
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- Figure 8: McCafé television ad, 2010
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- Figure 9: McCafé television ad, 2010
- Other QSRs get in on the action
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- Figure 10: Attitudes towards restaurant segments, November 2009
- Smoothie shops “cross the line”
- Competition as a “third place”
- Marketing muscle
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- Figure 11: Spend by select restaurant advertisers, by segment, 2008 and 2009
Inspire Insights
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- Inspire trend: Rise of the Self Employed
- The cubicle at the coffeehouse
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- Figure 12: How coffeehouses are used, by education, March 2010
- Inspire trend: Sustainability’s Evolutionary Tree
- Stay up with sustainability concepts and terms
- Supporting evidence
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- Figure 13: Top beverage nutritional claims at coffeehouses and donut shops, Q4 2007-Q4 2009
Market Size and Forecast
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- Key points
- Sales sluggish, but expected to increase
- Aggressive plans of key players will elevate the combined segment
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- Figure 14: U.S. systemwide sales of top coffeehouses and donut shops, 2007 and 2009
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- Figure 15: U.S. on-premises sales through coffeehouses and donut shops, at current prices, 2005-15
- Figure 16: U.S. on-premises sales through coffeehouses and donut shops, at inflation-adjusted prices*, 2005-15
- Figure 17: U.S. on-premises sales through coffeehouses, at current prices, 2005-10
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- Figure 18: U.S. on-premises sales through coffeehouses, at inflation-adjusted prices*, 2005-10
- Figure 19: U.S. on-premises sales through donut shops, at current prices, 2005-10
- Figure 20: U.S. on-premises sales through donut shops, at inflation-adjusted prices*, 2005-10
Market Factors
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- Recession-weary restaurant industry poised to rebound
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- Figure 21: Unemployment and underemployment rates, January 2007-March 2010
- Figure 22: Real disposable personal income, January 2007-January 2010
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- Figure 23: Consumer sentiment index, by quarter, 2001-10
- Restaurant sales a casualty of recession
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- Figure 24: Consumer Price Index for key consumer markets, August 2007-09
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- Figure 25: Coffeehouse and donut shop coffee-spending trends, February 2009 and March 2010
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- Figure 26: NRA Performance Indices, January 2009-April 2010
- Figure 27: Adjusted foodservice and drinking place sales, January 2008-April 2010
- Consumers leery of hidden health traps
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- Figure 28: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2006
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- Figure 29: Select menu nutritional values
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- Figure 30: Attitudes towards natural sweeteners and high-fructose corn syrup, by gender, November 2009
- The power of the Millennials
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- Figure 31: Population by age, 2005-15
Brands and the Advertising Landscape
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- Brand analysis: Starbucks
- What’s on the menu
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- Figure 32: What’s on the menu at Starbucks, Q1 2010
- Combating the image of the stalwart of the evils of excess
- Perks for loyal patrons
- Moving beyond the Starbucks store
- Marketing
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- Figure 33: Starbucks VIA television ad, 2010
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- Figure 34: Brand analysis of Starbucks VIA, 2010
- Brand analysis: Caribou Coffee
- The brand makeover
- Going green(er)
- What’s on the menu
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- Figure 35: What’s on the menu at Caribou Coffee, Q1 2010
- … and not on the menu
- Marketing
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- Figure 36: Caribou Coffee television ad, 2010
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- Figure 37: Brand analysis of Caribou Coffee, 2010
- Brand analysis: Dunkin’ Donuts
- What’s on the menu
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- Figure 38: What’s on the menu at Dunkin’ Donuts, Q1 2010
- Setting the social networking bar
- Irreverent advertising
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- Figure 39: Dunkin’ Donuts television ad, 2010
- Figure 40: Brand analysis of Dunkin’ Donuts, 2010
- Brand analysis: Krispy Kreme
- New store format
- New menu items
- The woes of an inherently unhealthy product line
- Marketing
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- Figure 41: Krispy Kreme television ad, 2010
- Figure 42: Brand analysis of Krispy Kreme, 2010
Analysis: The Independent Coffeehouse
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- CC’s Community Coffee House
- The Coffee Groundz
Menu Insights Analysis
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- Key points
- An active year for new production introduction
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- Figure 43: New menu introductions, Q1 2009-Q1 2010
- Beverages on the menu
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- Figure 44: Drinks on the menu, Q4 2007-Q4 2009
- Figure 45: New beverages on the menu at coffeehouses and donut shop, Q1 2007-Q1 2010
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- Figure 46: Top 15 beverage types on the menu, by quarter, Q1 2007-Q1 2010
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- Figure 47: Beverage preparation offerings on the menu, by quarter, Q1 2007-Q1 2010
- Caramel leading beverage flavor
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- Figure 48: Top beverage flavors on the menu at coffeehouses and donut shops, Q4 2007-Q4 2009
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- Figure 49: Top beverage nutritional claims on the menu at coffeehouses and donut shops, Q4 2007-Q4 2009
- Figure 50: Nutritional claims on coffeehouse menus, by company, Q1 2010
- Food on the menu
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- Figure 51: New food items on the menu, Q1 2007-Q1 2010
- Reduced-fat and natural dominate nutritional claims
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- Figure 52: Top food nutritional claims on the menu at coffeehouses and donut shops, Q4 2007-Q4 2009
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- Figure 53: Nutritional claims on menu, by company, Q1 2010
Social Media Trends in Coffeehouses and Donut Shops
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- Key points
- Starbucks and Dunkin’ Donuts dominate discussion of coffeehouses and donut shops
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- Figure 54: Total social media mentions for select coffeehouses and donut shops, May 2009-May 2010
- Figure 55: Total social media mentions for select coffeehouses and donut shops, minus Starbucks, May 2009-May 2010
- Major feature discussions
- Summary of feature discussions
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- Figure 56: Discussion around coffeehouses and donut shops, by primary topic, May 2009-May 2010
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- Figure 57: Discussion of primary topics, donut shops vs coffee shops vs McDonald’s and Burger King, May 2009-May 2010
- Trends in major feature discussions
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- Figure 57: Trended coffeehouse and donut shop discussion, by feature, Jan. 2009-May 2010
- Trends in discussion of trademark beverages
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- Figure 58: Trended coffeehouse, donut shop and QSR beverages, by beverage name, Jan. 2009-May 2010
Coffee and Coffee Drinks Usage
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- Key points
- Being a coffee drinker does not a customer make
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- Figure 59: Coffee and coffee drink usage, by selected demographics, March 2010
Coffeehouse and Donut Shop Usage
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- Key points
- Purchased drinks
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- Figure 60: Purchased drinks at coffeehouses and donut shops in past month, by store, by age, March 2010
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- Figure 61: Mean number of purchased drinks at coffeehouses and donut shops in past month, by store, by age, March 2010
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- Figure 62: Purchased drinks at coffeehouses and donut shops in past month, by store, by household income, March 2010
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- Figure 63: Mean number of purchased drinks at coffeehouses and donut shops in past month, by store, by household income, March 2010
- Purchased food items
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- Figure 64: Purchased drinks at coffeehouses and donut shops in past month, by store, by age, March 2010
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- Figure 65: Mean number of purchased drinks at coffeehouses and donut shops in past month, by store, by age, March 2010
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- Figure 66: Purchased drinks at coffeehouses and donut shops in past month, by household income, March 2010
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- Figure 67: Mean number of purchased drinks at coffeehouses and donut shops in past month, by store, by household income, March 2010
Coffee and Coffee Drink Spending Trends and Rationales
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- Key points
- Coffeehouses and donut shops feel the economic pinch
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- Figure 68: Coffeehouse and donut shop coffee-spending trends, February 2009 and March 2010
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- Figure 69: Coffeehouse and donut shop coffee-spending trends, by age, March 2010
- Figure 70: Coffeehouse and donut shop coffee-spending trends, by household income, March 2010
- Customers trading down, and not “hanging out”
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- Figure 71: Coffeehouse and donut shop coffee-spending rationales, 2010 and 2009
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- Figure 72: Coffeehouse and donut shop coffee-spending rationales, by household income, March 2010
Coffeehouse and Donut Shop Drinks Drunk Most Often
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- Key points
- Regular coffee prevails as leading beverage
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- Figure 73: Coffeehouse and donut shops drinks drunk most often, by age, March 2010
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- Figure 74: Coffeehouse and donut shops drinks drunk most often, by region, March 2010
How Coffeehouses Are Used
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- Key points
- Make mine to-go
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- Figure 75: How coffeehouses are used, by age, March 2010
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- Figure 76: How coffeehouses are used, by education, March 2010
What Coffeehouse Patrons Would Like to See More Of
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- Key points
- Less interest in lunch sandwiches and salads, but health is top of mind
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- Figure 77: What coffeehouse patrons would like to see more of, March 2010
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- Figure 78: What coffeehouse patrons would like to see more of, by gender, March 2010
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- Figure 79: What coffeehouse patrons would like to see more of, by age, March 2010
- Figure 80: What coffeehouse patrons would like to see more of, by household income, March 2010
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- Figure 81: What coffeehouse patrons would like to see more of, by education level, March 2010
Custom Consumer Groups: The Superfan
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- Figure 82: Factors of importance at leading outlets, by favorite outlet, March 2010
- Starbucks
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- Figure 83: Starbucks usage, by age and household income, April 2008-June 2009
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- Figure 84: Factors of importance at Starbucks, by those who favor Starbucks, by gender, March 2010
- McDonalds McCafé
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- Figure 85: Factors of importance at McDonald’s McCafé, by those who favor McDonald’s McCafé, by gender, March 2010
- Dunkin’ Donuts
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- Figure 86: Dunkin’ Donuts usage, by age and region, April 2008-June 2009
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- Figure 87: Factors of importance at Dunkin’ Donuts, by those who favor Dunkin’ Donuts, by gender, March 2010
- Krispy Kreme
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- Figure 88: Factors of importance at Krispy Kreme, by those who favor Krispy Kreme, March 2010
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Cluster Analysis
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- Breakfasters
- Demographics
- Characteristics
- Opportunity
- Dwellers
- Demographics
- Characteristics
- Opportunity
- Minimalists
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 89: Coffeehouse clusters, March 2010
- Figure 90: Lifestyle characteristics, by coffeehouse clusters, March 2010
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- Figure 91: Menu preferences, by coffeehouse clusters, March 2010
- Figure 92: Motivations, by coffeehouse clusters, March 2010
- Cluster demographics
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- Figure 93: Coffeehouse clusters, by gender, March 2010
- Figure 94: Coffeehouse clusters, by age group, March 2010
- Figure 95: Coffeehouse clusters, by household income group, March 2010
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- Figure 96: Coffeehouse clusters, by race, March 2010
- Figure 97: Coffeehouse clusters, by Hispanic origin, March 2010
- Cluster methodology
Appendix: Trade Associations
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