So, what’s for breakfast?

VS

VS

Seize the day – but which day?

Those who choose pastries are ready for the excitement that today brings

26%MORE LIKELYTo Choose Fun/Exciting Products

23%MORE LIKELYTo Choose Innovative Products

17%MORE LIKELYTo Make Impulse Purchases

Yogurt eaters are planners – they are preserving themselves, and their world, for tomorrow

40%MORE LIKELYTo Buy Organic Foods

15%MORE LIKELYTo Value Longevity/ Health

12%MORE LIKELYTo Value Concern for Future Generations

Breakfast pastry consumers compared to yogurt consumers

Come in for Coffee? Or, Meet me at the Coffee Shop?

Coffe

e D

rinke

rs

Just drink your coffee at home? Cost- and family- oriented

31%MORE LIKELYTo Value Their Financial Security

29%MORE LIKELYTo be Driven by Taking Care of Their Family

25%MORE LIKELYTo Choose Cost-Effective Products

Heavy coffee shop visitor?Time-crunched and status-driven

75%MORE LIKELYTo Choose Unique Products

57%MORE LIKELYTo Value Personal Accomplishment

40%MORE LIKELYTo Choose Time-Saving Products

Frequent coffee shop visitors compared to at-home-only drinkers

Where you get your fix depends on what you want in a coffee shop

Cost-effective 49% 54%

High Quality 59% 45%

Time-saving 16% 25%

Unique 18% 23%Frequent Starbucks Visitors Frequent Dunkin’ Visitors

Caribou Coffee Customers vs Competitive Set

Competitive SetStarbucks

Dunkin Donuts

Coffee Bean & Tea Leaf

Tim Horton’s

N=5,870

Q4 2013

Coffee’s not for you? What about a juice bar?

22%LESS LIKELYTo Value Happiness

17%LESS LIKELYTo Choose Products that are Rewarding or a Special Treat

10%LESS LIKELYTo Choose Enjoyable Products

35%MORE LIKELYTo Choose Safe Products

21%MORE LIKELYTo Choose Sustainably-Produced Products

18%MORE LIKELYTo Value Concern for Future Generations

Compared to frequent coffee shop visitors

One Platform, One Audience

1. Define

2. Discover

3. Target

4. Optimize

Thank you.

Scott Blacker | February 20, 2014