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Coffee Houses and Donut Shops - US - December 2013

“Coffee houses and donut shops have pushed to become lifestyle brands so they can remain relevant through the day and cater to the changing needs of consumers. With coffee houses and donut shops continually adding food items and diversifying their beverage programs, it is increasingly important for them to differentiate themselves amongst other operators. One of the prime opportunities is through technology that will streamline efficiencies and provide added convenience to on-the-go consumers.”

– Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • How can operators stay relevant throughout the day?
  • How can brands differentiate themselves?
  • How can brands utilize technology?

Coffee houses are now expanding to become more relevant through the consumer’s day. In order to become more of a lifestyle brand, concepts are extending hours, expanding menus, renovating spaces to be more upscale, and creating multiple delivery methods, often times utilizing technology to create a more efficient consumer experience. They are also capitalizing on “feel good” branding, giving their concepts a sense of corporate responsibility to appeal to consumers. This spans from local sourcing to reduced waste packaging and fair-trade practices. Coffee houses and donut shops are utilizing technology in new ways to reach consumers more easily and gain efficiencies to make it even easier for consumers to visit.

The report focuses on coffee house and donut shop trends and menu analysis using Mintel’s Menu Insights database as well as consumer survey analysis revealing behavior and attitudes toward the segment. The sample of coffee houses and donut shops in Menu Insights include: Arabica Coffee house, Caribou Coffee, Coffee Bean and Tea Leaf, The, Coffee Beanery, Dunkin' Donuts, Gloria Jean's Coffees, Nestle Toll House Cafe by Chip, Seattle's Best Coffee, Starbucks, and Tim Hortons.

This report covers two types of foodservice operations in which prepared coffee beverages are often the primary sales item: coffee houses and donut shops.

Coffee houses include freestanding stores, kiosks, and coffee carts, as well as those located in malls, office buildings, and hospitals, if operated independently of the facility that houses them. Coffee houses may sell other items in addition to coffee, such as sweets, tea, travel mugs, and coffee beans, but the main product is coffee and coffee-based beverages.

Donut shops are similarly housed units where donuts, coffee, and baked goods are featured prominently on the menu.

The report excludes other types of outlets that sell coffee, such as restaurants, bagel shops, smoothie shops, truck stops, convenience stores, gas stations, and diners (although some of these outlets are considered throughout the report as part of addressing the competitive landscape).

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Market size and forecast
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • Market size and forecast
                        • Figure 1: Total US sales and fan chart forecast of coffee houses and donut shops, at current prices, 2008-18
                      • Market drivers
                        • Opportunities
                          • Menu analysis
                            • Figure 2: Top 10 beverage types menued at coffee houses and donut shops, by incidence, Q3 2010-Q2 2013
                            • Figure 3: Top 10 food items menued at coffee houses and donut shops, by incidence, Q3 2010-Q2 2013
                          • Consumer data
                            • Figure 4: Coffee house and donut shop usage and dayparts, September 2013
                            • Figure 5: Ordering methods at coffee houses and donut shops, by restaurant types, September 2013
                            • Figure 6: Any importance of consumer attitudes toward coffee houses and donut shops, by day parts, September 2013
                          • What we think
                          • Issues and Insights

                              • Lifestyle Brands: How operators can stay relevant throughout the day
                                • The issues
                                  • The implications
                                    • Brand Story: How brands can differentiate themselves
                                      • The issues
                                        • The implications
                                          • Technology: How brands can utilize technology
                                            • The issues
                                              • The implications
                                              • Trend Applications

                                                  • Trend: Factory Fear
                                                    • Trend: Moral Brands
                                                      • Mintel Futures: Access Anything Anywhere
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Market size and forecast
                                                            • Figure 7: Total US sales and forecast of coffee houses and donut shops, at current prices, 2008-18
                                                            • Figure 8: Total US sales and forecast of coffee houses and donut shops, at inflation-adjusted prices, 2008-18
                                                          • Fan chart forecast
                                                              • Figure 9: Total US sales and fan chart forecast of coffee houses and donut shops, at current prices, 2008-18
                                                          • Market Drivers

                                                              • Economic indicators
                                                                • Governmental legislation
                                                                  • Gluten-free defined by government
                                                                    • Cost and inflation of food items
                                                                      • Coffee sourcing
                                                                        • Custom roasting
                                                                        • Competitive Context

                                                                          • Coffee houses and donut shops
                                                                            • Home brewing and grocery stores
                                                                              • Convenience stores and vending machines
                                                                                • Coffee houses in nontraditional venues
                                                                                  • Non-coffee house operators
                                                                                    • Teas and juices
                                                                                    • Featured Companies

                                                                                      • Starbucks
                                                                                        • Peet’s Coffee and Caribou Coffee
                                                                                          • Dunkin’ Donuts
                                                                                            • Psycho Donuts
                                                                                            • Innovations and Innovators: Menu Items

                                                                                              • Drink innovation
                                                                                                • Limited-time Offer (LTO) drinks
                                                                                                  • Breakfast expansion
                                                                                                    • Lunch expansion
                                                                                                      • Limited-time Offer (LTO) foods
                                                                                                      • Innovations and Innovators – Operational

                                                                                                        • Better-for-you
                                                                                                          • On-the-go
                                                                                                            • Altruistic
                                                                                                            • Marketing Strategies

                                                                                                              • Overview of the brand landscape
                                                                                                                • Mobile payment
                                                                                                                  • Mobile loyalty
                                                                                                                    • Interactive marketing
                                                                                                                    • Social Media

                                                                                                                      • Key points
                                                                                                                        • Key social media metrics
                                                                                                                          • Figure 10: Key performance indicators, November 2013
                                                                                                                        • Market overview
                                                                                                                          • Brand usage and awareness
                                                                                                                            • Figure 11: Brand usage and awareness of coffee house and donut shop brands, September 2013
                                                                                                                          • Interaction with brands
                                                                                                                            • Figure 12: Interaction with coffee house and donut shop brands, September 2013
                                                                                                                          • Online conversations
                                                                                                                            • Figure 13: Online mentions, selected coffee house and donut shop brands, May 12, 2013-November 10, 2013
                                                                                                                          • Where are people talking about coffee house and donut shop brands?
                                                                                                                            • Figure 14: Mentions by page type, selected coffee house and donut shop brands, May 12, 2013-November 10, 2013
                                                                                                                          • What are people talking about online?
                                                                                                                            • Figure 15: Mentions by type of conversation, selected coffee house and donut shop brands, May 12, 2013-November 10, 2013
                                                                                                                            • Figure 16: Mentions by type of conversations surrounding selected coffee house and donut shop brands, by page type, May 12, 2013-November 10, 2013
                                                                                                                          • Brand analysis
                                                                                                                            • Starbucks
                                                                                                                              • Figure 17: Starbucks key social media indicators, November 2013
                                                                                                                            • Dunkin’ Donuts
                                                                                                                              • Figure 18: Dunkin’ Donuts key social media indicators, November 2013
                                                                                                                            • McDonald’s McCafe
                                                                                                                              • Figure 19: McDonald’s McCafé key social media indicators, November 2013
                                                                                                                            • Krispy Kreme
                                                                                                                              • Figure 20: Krispy Kreme key social media indicators, November 2013
                                                                                                                            • Caribou Coffee
                                                                                                                              • Figure 21: Caribou Coffee key social media indicators, November 2013
                                                                                                                            • Peet’s Coffee & Tea
                                                                                                                              • Figure 22: Peet’s Coffee & Tea key social media indicators, November 2013
                                                                                                                          • Menu Analysis – Drink Offerings

                                                                                                                            • Drink offerings overview
                                                                                                                                • Figure 23: Top 10 beverage types menued at coffee houses and donut shops, by incidence, Q3 2010-Q2 2013
                                                                                                                              • Coffee beverages
                                                                                                                                  • Figure 24: Top 10 coffee types menued at coffee houses and donut shops, by incidence, Q3 2010-Q2 2013
                                                                                                                                • Tea beverages
                                                                                                                                    • Figure 25: Top 10 tea types menued at coffee houses and donut shops, by incidence, Q2 2010-Q2 2013
                                                                                                                                • Menu Analysis – Drink Claims

                                                                                                                                  • Overview
                                                                                                                                    • Figure 26: Claims for drink items on menus at coffee houses and donut shops, by incidence, Q3 2010-13
                                                                                                                                  • Menu item claims
                                                                                                                                    • Figure 27: Leading item claims for drinks on menus at coffee houses and donut shops, by incidence, Q3 2010-13
                                                                                                                                  • Marketing claims
                                                                                                                                      • Figure 28: Leading marketing claims for drinks on menus at coffee houses and donut shops, by incidence, Q3 2010-13
                                                                                                                                    • Nutritional claims
                                                                                                                                      • Figure 29: Leading nutritional claims for drinks on menus at coffee houses and donut shops, by incidence, Q3 2010-13
                                                                                                                                  • Menu Analysis – Food Offerings

                                                                                                                                    • Food offerings overview
                                                                                                                                        • Figure 30: Top 10 food items menued at coffee houses and donut shops, by incidence, Q3 2010-Q2 2013
                                                                                                                                      • Breakfast sandwiches
                                                                                                                                          • Figure 31: Top 5 ingredients on breakfast sandwiches on coffee house and donut shop menus, by incidence, Q3 2010-13
                                                                                                                                        • Donuts
                                                                                                                                            • Figure 32: Top 5 flavors of donuts on coffee house and donut shop menus, by incidence, Q3 2010-Q2 2013
                                                                                                                                        • Menu Analysis – Food Claims

                                                                                                                                          • Overview
                                                                                                                                            • Figure 33: Claims for food items on menus at coffee houses and donut shops, by incidence, Q3 2010-13
                                                                                                                                          • Menu item claims
                                                                                                                                            • Figure 34: Leading item claims for food on menus at coffee houses and donut shops, by incidence, Q3 2010-13
                                                                                                                                          • Marketing claims
                                                                                                                                            • Figure 35: Leading marketing claims for food on menus at coffee houses and donut shops, by incidence, Q3 2010-13
                                                                                                                                          • Nutritional claims
                                                                                                                                            • Figure 36: Leading nutritional claims for food on menus at coffee houses and donut shops, by incidence, Q3 2010-13
                                                                                                                                        • Consumer Trends Overview

                                                                                                                                          • Key points
                                                                                                                                            • Three quarters visited a coffee house with breakfast being most popular
                                                                                                                                                • Figure 37: Coffee house and donut shop usage and dayparts, September 2013
                                                                                                                                              • Users of independent shops dine-in, while dessert seekers order to-go
                                                                                                                                                  • Figure 38: Ordering methods at coffee houses and donut shops, by day parts, September 2013
                                                                                                                                                  • Figure 39: Ordering methods at coffee houses and donut shops, by restaurant types, September 2013
                                                                                                                                                • Changes in behavior at coffee houses and donut shops
                                                                                                                                                    • Figure 40: Changes in behavior at coffee houses and donut shops, September 2013
                                                                                                                                                    • Figure 41: Changes in behavior at coffee houses and donut shops – More, by day parts, September 2013
                                                                                                                                                  • Consumers want healthier items, more food selections, and drive-thrus
                                                                                                                                                    • Figure 42: Desired menu improvements at coffee houses and donut shops, by day parts, September 2013
                                                                                                                                                  • Consumers are enticed by printed coupons, BOGOs, and loyalty programs
                                                                                                                                                    • Figure 43: Drivers for coffee houses and donut shops, by day parts, September 2013
                                                                                                                                                  • Treatment of employees and green packaging is important
                                                                                                                                                      • Figure 44: Any importance of consumer attitudes toward coffee houses and donut shops, by day parts, September 2013
                                                                                                                                                  • Consumer Trends by Gender

                                                                                                                                                    • Key points
                                                                                                                                                      • Men use coffee houses more especially during breakfast and lunch
                                                                                                                                                        • Figure 45: Coffee house and donut shop usage, by gender, September 2013
                                                                                                                                                        • Figure 46: Coffee house and donut shop dayparts usage, by gender, September 2013
                                                                                                                                                      • Men use dine-in more than women; women use drive-thru more than men
                                                                                                                                                        • Figure 47: Ordering methods at coffee houses and donut shops, by gender, September 2013
                                                                                                                                                      • Women are cooking at home more and choosing healthier items when out
                                                                                                                                                        • Figure 48: Changes in behavior at coffee houses and donut shops – More, by gender, September 2013
                                                                                                                                                      • Women want healthier items while men desire more food and snack options
                                                                                                                                                        • Figure 49: Desired menu improvements at coffee houses and donut shops, by gender, September 2013
                                                                                                                                                      • Women are enticed by deals while men are lured by mobile processes
                                                                                                                                                          • Figure 50: Drivers for coffee houses and donut shops, by gender, September 2013
                                                                                                                                                        • Women seek value-added aspects when selecting a concept to visit
                                                                                                                                                            • Figure 51: Any importance of consumer attitudes toward coffee houses and donut shops, by gender, September 2013
                                                                                                                                                        • Consumer Trends by Age

                                                                                                                                                          • Key points
                                                                                                                                                            • Millennials and Baby Boomers are the two key demographics to focus on
                                                                                                                                                                • Figure 52: Coffee house and donut shop usage, by age, September 2013
                                                                                                                                                                • Figure 53: Coffee house and donut shop dayparts usage, by age, September 2013
                                                                                                                                                              • Millennials typically order to-go or delivery, showing on-the-go behavior
                                                                                                                                                                  • Figure 54: Ordering methods at coffee houses and donut shops, by age, September 2013
                                                                                                                                                                • Millennials try new items, while Boomers increase at-home consumption
                                                                                                                                                                    • Figure 55: Changes in behavior at coffee houses and donut shops – More, by age, September 2013
                                                                                                                                                                  • Millennials seek comfort, beverages, snacks, desserts, and entertainment
                                                                                                                                                                      • Figure 56: Desired menu improvements at coffee houses and donut shops, by age, September 2013
                                                                                                                                                                    • Millennials like points programs and LTOs; Boomers use printed coupons
                                                                                                                                                                        • Figure 57: Drivers for coffee houses and donut shops, by age, September 2013
                                                                                                                                                                      • Millennials desire value-added aspects in food and operational initiatives
                                                                                                                                                                          • Figure 58: Any importance of consumer attitudes toward coffee houses and donut shops, by age, September 2013
                                                                                                                                                                      • Consumer Trends by Income

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Income determines usage and selection of restaurant type
                                                                                                                                                                              • Figure 59: Coffee house and donut shop usage, by household income, September 2013
                                                                                                                                                                              • Figure 60: Coffee house and donut shop dayparts usage, by household income, September 2013
                                                                                                                                                                            • Affluent consumers are more likely than any other group to order take-out
                                                                                                                                                                              • Figure 61: Ordering methods at coffee houses and donut shops, by household income, September 2013
                                                                                                                                                                            • Low income increased combo usage, while the middle class try new items
                                                                                                                                                                                • Figure 62: Changes in behavior at coffee houses and donut shops – More, by household income, September 2013
                                                                                                                                                                              • Affluent consumers desire more healthful items, but not snacks
                                                                                                                                                                                • Figure 63: Desired menu improvements at coffee houses and donut shops, by household income, September 2013
                                                                                                                                                                              • Low income seek daily specials, while the affluent like reward programs
                                                                                                                                                                                  • Figure 64: Drivers for coffee houses and donut shops, by household income, September 2013
                                                                                                                                                                                • Low income find treatment of animals and community support important
                                                                                                                                                                                    • Figure 65: Any importance of consumer attitudes toward coffee houses and donut shops, by household income, September 2013
                                                                                                                                                                                • Consumer Trends by Race

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Asians have highest usage of coffee and donut chains for all dayparts
                                                                                                                                                                                      • Figure 66: Coffee house and donut shop usage, by race, September 2013
                                                                                                                                                                                      • Figure 67: Coffee house and donut shop dayparts usage, by race, September 2013
                                                                                                                                                                                  • Consumer Trends by Hispanic Origin

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Hispanics have higher usage for all dayparts, especially lunch
                                                                                                                                                                                          • Figure 68: Coffee house and donut shop usage, by Hispanic origin, September 2013
                                                                                                                                                                                          • Figure 69: Coffee house and donut shop dayparts usage, by Hispanic origin, September 2013
                                                                                                                                                                                        • Hispanics are more likely than non-Hispanics to order dine-in
                                                                                                                                                                                          • Figure 70: Ordering methods at coffee houses and donut shops, by Hispanic origin, September 2013
                                                                                                                                                                                        • Hispanics visit and spend more but also use fast casuals and cook at home
                                                                                                                                                                                            • Figure 71: Changes in behavior at coffee houses and donut shops – More, by Hispanic origin, September 2013
                                                                                                                                                                                          • Hispanics seek grab-and-go items, snacks, socialization, and entertainment
                                                                                                                                                                                              • Figure 72: Desired menu improvements at coffee houses and donut shops, by Hispanic origin, September 2013
                                                                                                                                                                                            • Hispanics are enticed by online coupons on the restaurants website
                                                                                                                                                                                              • Figure 73: Drivers for coffee houses and donut shops, by Hispanic origin, September 2013
                                                                                                                                                                                            • Hispanics value community, the environment, and responsible practices
                                                                                                                                                                                                • Figure 74: Any importance of consumer attitudes toward coffee houses and donut shops, by Hispanic origin, September 2013
                                                                                                                                                                                            • Consumer Trends by Region

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Northeasterners visit fast-food coffee chains and desire more food items
                                                                                                                                                                                                    • Figure 75: Coffee house and donut shop usage, by region, September 2013
                                                                                                                                                                                                    • Figure 76: Coffee house and donut shop dayparts usage, by region, September 2013
                                                                                                                                                                                                    • Figure 77: Desired menu improvements at coffee houses and donut shops, by region, September 2013
                                                                                                                                                                                                  • Midwesterners have lower usage but prefer to use drive-thrus
                                                                                                                                                                                                    • Figure 78: Ordering methods at coffee houses and donut shops, by region, September 2013
                                                                                                                                                                                                    • Figure 79: Drivers for coffee houses and donut shops, by region, September 2013
                                                                                                                                                                                                  • Southerners visit donut chains and desire live entertainment
                                                                                                                                                                                                    • Westerners prefer independent shops, healthy items, and support local art
                                                                                                                                                                                                        • Figure 80: Changes in behavior at coffee houses and donut shops – More, by region, September 2013
                                                                                                                                                                                                        • Figure 81: Any importance of consumer attitudes toward coffee houses and donut shops, by region, September 2013
                                                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                        • Figure 82: Coffee house and donut shop dayparts usage, by restaurant types, September 2013
                                                                                                                                                                                                        • Figure 83: Changes in behavior at coffee houses and donut shops – More, by restaurant types, September 2013
                                                                                                                                                                                                        • Figure 84: Desired menu improvements at coffee houses and donut shops, by restaurant types, September 2013
                                                                                                                                                                                                        • Figure 85: Drivers for coffee houses and donut shops, by restaurant types, September 2013
                                                                                                                                                                                                        • Figure 86: Any importance of consumer attitudes toward coffee houses and donut shops, by restaurant types, September 2013
                                                                                                                                                                                                        • Figure 87: Ordering methods at coffee houses and donut shops, by race, September 2013
                                                                                                                                                                                                        • Figure 88: Changes in behavior at coffee houses and donut shops – More, by race, September 2013
                                                                                                                                                                                                        • Figure 89: Desired menu improvements at coffee houses and donut shops, by race, September 2013
                                                                                                                                                                                                        • Figure 90: Drivers for coffee houses and donut shops, by race, September 2013
                                                                                                                                                                                                        • Figure 91: Any importance of consumer attitudes toward coffee houses and donut shops, by race, September 2013
                                                                                                                                                                                                        • Figure 92: Coffee house and donut shop usage, by presence of children in household, September 2013
                                                                                                                                                                                                        • Figure 93: Coffee house and donut shop dayparts usage, by presence of children in household, September 2013
                                                                                                                                                                                                        • Figure 94: Ordering methods at coffee houses and donut shops, by presence of children in household, September 2013
                                                                                                                                                                                                        • Figure 95: Changes in behavior at coffee houses and donut shops – More, by presence of children in household, September 2013
                                                                                                                                                                                                        • Figure 96: Desired menu improvements at coffee houses and donut shops, by presence of children in household, September 2013
                                                                                                                                                                                                        • Figure 97: Drivers for coffee houses and donut shops, by presence of children in household, September 2013
                                                                                                                                                                                                        • Figure 98: Any importance of consumer attitudes toward coffee houses and donut shops, by presence of children in household, September 2013
                                                                                                                                                                                                    • Appendix – Market Drivers

                                                                                                                                                                                                      • Consumer confidence
                                                                                                                                                                                                        • Figure 99: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                      • Unemployment
                                                                                                                                                                                                        • Figure 100: US Unemployment Rate, by month, 2002-13
                                                                                                                                                                                                        • Figure 101: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                        • Figure 102: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                      • Food cost pressures
                                                                                                                                                                                                        • Figure 103: Changes in USDA Food Price Indexes, 2011-14
                                                                                                                                                                                                      • Obesity
                                                                                                                                                                                                        • Figure 104: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
                                                                                                                                                                                                      • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                          • Figure 105: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                        • Racial, ethnic population growth
                                                                                                                                                                                                            • Figure 106: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                            • Figure 107: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                          • Shifting US demographics
                                                                                                                                                                                                            • Figure 108: US population, by age, 2008-18
                                                                                                                                                                                                            • Figure 109: US households, by presence of own children, 2002-12
                                                                                                                                                                                                        • Appendix – Social Media

                                                                                                                                                                                                          • Brand usage or awareness
                                                                                                                                                                                                            • Figure 110: Brand usage or awareness, September 2013
                                                                                                                                                                                                            • Figure 111: Starbucks usage or awareness, by demographics, September 2013
                                                                                                                                                                                                            • Figure 112: Dunkin’ Donuts usage or awareness, by demographics, September 2013
                                                                                                                                                                                                            • Figure 113: Krispy Kreme Doughnuts usage or awareness, by demographics, September 2013
                                                                                                                                                                                                            • Figure 114: McDonald’s McCafé usage or awareness, by demographics, September 2013
                                                                                                                                                                                                            • Figure 115: Peet’s Coffee & Tea usage or awareness, by demographics, September 2013
                                                                                                                                                                                                            • Figure 116: Caribou Coffee usage or awareness, by demographics, September 2013
                                                                                                                                                                                                          • Activities done
                                                                                                                                                                                                            • Figure 117: Activities done, September 2013
                                                                                                                                                                                                            • Figure 118: Starbucks – Activities done, by demographics, September 2013
                                                                                                                                                                                                            • Figure 119: Starbucks – Activities done, by demographics, September 2013
                                                                                                                                                                                                            • Figure 120: Dunkin’ Donuts – Activities done, by demographics, September 2013
                                                                                                                                                                                                            • Figure 121: Krispy Kreme Doughnuts – Activities done, by demographics, September 2013
                                                                                                                                                                                                            • Figure 122: McDonald’s McCafé – Activities done, by demographics, September 2013
                                                                                                                                                                                                            • Figure 123: Peet’s Coffee & Tea – Activities done, by demographics, September 2013
                                                                                                                                                                                                            • Figure 124: Caribou Coffee – Activities done, by demographics, September 2013
                                                                                                                                                                                                          • Online conversation
                                                                                                                                                                                                            • Figure 125: Online mentions, selected coffee house and donut shop brands, May 12, 2013-November 10, 2013
                                                                                                                                                                                                            • Figure 126: Mentions by page type, selected coffee house and donut shop brands, May 12, 2013-November 10, 2013
                                                                                                                                                                                                            • Figure 127: Mentions by type of conversation, selected coffee house and donut shop brands, May 12, 2013-November 10, 2013
                                                                                                                                                                                                            • Figure 128: Mentions by type of conversations surrounding selected coffee house and donut shop brands, by page type, May 12, 2013-November 10, 2013
                                                                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                          • Bruegger's Enterprises Inc.
                                                                                                                                                                                                          • Caribou Coffee Company Inc.
                                                                                                                                                                                                          • Dunkin' Brands
                                                                                                                                                                                                          • Peet's Coffee & Tea, Inc.
                                                                                                                                                                                                          • Starbucks Corporation

                                                                                                                                                                                                          Coffee Houses and Donut Shops - US - December 2013

                                                                                                                                                                                                          £3,199.84 (Excl.Tax)