Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Supporting the case for restaurant-branded products at retail
- Making the Move to Retail: A few key tactics
- Co-locating within grocery stores
- Targeting the family demographic
- Healthier meals are in greater demand
- Is there room in the fridge?
- Considering the economy
- A restaurant brand in every aisle
- A closer look at three distinct brands at retail
- Cross-promotion too often underutilized
- The case for co-branding
- Purchase rates are high, but a few brands prevail
- Greater promotional efforts could help boost purchase frequency
- Entrées are most frequently purchased, but more variety is needed
- Convenience trumps brand name
- Restaurant-branded products can bridge the gap between meals out
- The case for making the patron/consumer connection
- A need for healthier options
Insights and Opportunities
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- Reasons why going retail makes sense
- Choose your partners carefully
- Co-locating: blurring restaurant and retail settings
- Targeting the family
- BFY options at retail serve as brand image boosters
- Room for more options in the refrigerated case
- Cross-promoting will help to create brand synergy
Inspire Insights
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- Trend—Home of the Senses
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- Figure 1: Purchase drivers, February 2011
- Bottom line
Competitive Context
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- Diverse range of “restaurant quality” food abounds
Segment Analysis
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- Key points
- Frozen appetizers, sides, and entrées
- New kids on the block
- Frozen pizza
- Refrigerated appetizers, sides, and entrées
- Shelf stable
- Beverages
- Snacks
- Ice cream
- Other desserts
Brand Analysis: Jamba, Inc.
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- Overview
- Performance summary
- The move to retail
- Jamba Fruit-Infused Coconut Water
- Jamba Smoothie Kit
- Jamba Frozen Novelty Bar
- Nestlé Jamba All-Natural Energy Beverage
- Jamba Fruit Cups
- Jamba Daily Superfruit Shots
Brand Analysis: Starbucks
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- Overview
- Performance summary
- The move to retail
- Selected Starbucks CPG sales
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- Figure 2: Selected Starbucks sales at FDMx, 2010 and 2011
Brand Analysis: Bob Evans Farms, Inc.
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- Overview
- Performance summary
- The move to retail
- Selected Bob Evans CPG sales of frozen products
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- Figure 3: Selected Bob Evans sales at FDMx, 2010 and 2011
Market Drivers
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- Key points
- Economic factors
- Unemployment and underemployment rate of recovery is slow and tenuous
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- Figure 4: Unemployment and underemployment rates, January 2007-May 2011
- Consumer confidence remains shaky
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- Figure 5: Figure 9: U.S. real disposable personal income growth, January 2007-April 2011
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- Figure 6: University of Michigan Consumer Sentiment Index, March 2007-May 2011
- The rising price of food and beverages
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- Figure 7: Consumer Price Index for food at home and food away from home, 2009-11
- Government quest to form healthier consumers
Marketing Strategies
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- Television ads
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- Figure 8: Starbucks Via Ready Brew television ad, 2010
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- Figure 9: Dunkin’ Donuts Coffee television ad, 2010
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- Figure 10: Marie Callender’s Baked Meals television ad, 2010
- Figure 11: Marie Callender’s Steamed Meals television ad, 2011
- Dedicated websites for retail: the exception, not the norm
- Social media extends a restaurant’s presence
- Bob Evans
- California Pizza Kitchen
- IHOP
- Coupons Can Cut Deals Both Ways
- Jamba Juice
- California Pizza Kitchen
- Tying it all together: P.F. Chang’s holistic approach to product launch
- Website
- Television ads
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- Figure 12: P.F. Chang’s Home Menu television ad, 2010
- Figure 13: P.F. Chang’s Home Menu television ad, 2011
Menu Insights Analysis: Food Brands on Menus
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- Overview
- Opportunity to co-brand with other popular companies
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- Figure 14: Top 10 food brands on restaurant menus, by segment, Q1 2011
- Figure 15: Top 10 food brands on restaurant menus, by incidence, Q1 2008-Q1 2011
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- Figure 16: Top 10 food brands on restaurant menus, by incidence and price, Q1 2008–Q1 2011
Menu Insights Analysis: Beverage Brands on Menus
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- Figure 17: Top 10 nonalcoholic beverage brands on restaurant menus, by incidence, Q1 2008–Q1 2011
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- Figure 18: Top 10 nonalcoholic beverage brands on restaurant menus, by incidence and price, Q1 2008–Q1 2011
- Figure 19: Top 10 alcoholic beverage brands on restaurant menus, by incidence, Q1 2008-Q1 2011
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- Figure 20: Top 10 alcoholic beverage brands on restaurant menus, by incidence and price, Q1 2008-Q1 2011
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Restaurant Brand Usage in Retail
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- T.G.I. Friday’s and Marie Callender’s leading brands
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- Figure 21: Restaurant brand usage in retail, February 2011
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- Figure 22: Restaurant brand usage in retail, by gender, February 2011
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- Figure 23: Restaurant brand usage in retail, by age, February 2011
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- Figure 24: Restaurant brand usage in retail, by household income, February 2011
- Greater promotional efforts could help boost purchase frequency
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- Figure 25: Restaurant brand purchase frequency, February 2011
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- Figure 26: Restaurant brand purchase frequency, by age, February 2011
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- Figure 27: Reasons for not purchasing restaurant-branded food, by gender, February 2011
Food and Beverage Purchases
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- Entrée dishes hold the greatest potential
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- Figure 28: Food and beverage purchases, February 2011
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- Figure 29: Food and beverage purchases, by age, February 2011
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- Figure 30: Food and beverage purchases, by presence of children, February 2011
Purchase Drivers
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- Convenience is key, but brand names hold sway
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- Figure 31: Purchase drivers, February 2011
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- Figure 32: Purchase drivers, by age, February, 2011
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- Figure 33: Purchase drivers, by household income, February, 2011
Spending Changes
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- Decline in restaurant trips should bolster these brands at retail
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- Figure 34: Restaurant spending change, February 2011
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- Figure 35: Restaurant spending change, by gender, February 2011
- Figure 36: Restaurant spending change, by household income, February 2011
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- Figure 37: Restaurant-to-retail spending, February 2011
- Figure 38: Restaurant-to-retail spending, by age, February 2011
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- Figure 39: Restaurant-to-retail spending, by household income, February 2011
Attitudes Toward Restaurant Brands in Retail
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- Restaurant brand and dish recognition garner greatest attention
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- Figure 40: Attitudes toward restaurant brands in retail, February 2011
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- Figure 41: Attitudes toward restaurant brands in retail, by age, February 2011
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- Figure 42: Attitudes toward restaurant brands in retail, by household income, February 2011
Cluster Analysis
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- At Home Patrons
- Demographics
- Characteristics
- Opportunity
- Reticent Spenders
- Demographics
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 43: Restaurant-to-retail clusters, February 2011
- Figure 44: Restaurant brand usage in retail, by restaurant-to-retail clusters, February 2011
- Figure 45: Restaurant brand purchase frequency, by restaurant-to-retail clusters, February 2011
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- Figure 46: Food and beverage purchases, by restaurant-to-retail clusters, February 2011
- Figure 47: Purchase drivers, by restaurant-to-retail clusters, February 2011
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- Figure 48: Restaurant spending change, by restaurant-to-retail clusters, February 2011
- Figure 49: Restaurant-to-retail spending, by restaurant-to-retail clusters, February 2011
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- Figure 50: Attitudes toward restaurant brands in retail, by restaurant-to-retail clusters, February 2011
- Demographic tables
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- Figure 51: Restaurant-to-retail clusters, by gender, February 2011
- Figure 52: Restaurant-to-retail clusters, by age, February 2011
- Figure 53: Restaurant-to-retail clusters, by household income, February 2011
- Figure 54: Restaurant-to-retail clusters, by race, February 2011
- Figure 55: Restaurant-to-retail clusters, by Hispanic origin, February 2011
- Cluster methodology
Appendix: Trade Associations
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