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Coffee Houses and Donut Shops - US - October 2012

“As the economy rebounds, are consumers returning to their pre-recession ways or do operators need to create a new, more compelling reason to get consumers to unplug the home coffee maker? Operators are turning their attention from their core coffee/donut business to be all-day dining options. Also, while different demographic groups exhibit different preferences, attitudes, and behavior regarding coffeehouses and donut shops, they oftentimes do not compete, making it possible to meet the specific needs of many target groups.”

– Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • How can restaurants break free of breakfast-only sales?
  • Do restaurants have to be all things to all people?
  • How has the economy affected consumer behavior?
  • What can coffeehouses and donut shops do to beat competitors?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Mintel Menu Insights
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: U.S. sales and forecast of coffeehouses and donut shops, at current prices, 2007-17
                        • Market drivers
                          • Competitive context
                            • Market opportunities
                              • Menu analysis
                                • Figure 2: Top 10 beverages menued at coffeehouses and donut shops, by incidence, Q2 2009-Q2 2012
                                • Figure 3: Top 10 food items menued at coffeehouses and donut shops, by incidence, Q2 2009-Q2 2012
                              • Consumer data
                                • Figure 4: Time of visits, June 2012
                              • Consumer attitudes
                                • Figure 5: Consumer attitudes, June 2012
                              • What we think
                              • Issues in the Market

                                  • How can restaurants break free of breakfast-only sales?
                                    • Do restaurants have to be all things to all people?
                                      • How has the economy affected consumer behavior?
                                        • What can coffeehouses and donut shops do to beat competitors?
                                        • Insights and Opportunities

                                            • Figure 6: Food and drink purchases, June 2012
                                          • Baked goods and breakfast
                                            • BFY at Breakfast
                                              • Drinking diversity
                                                • Coffee, tea, or wine?
                                                  • Technology
                                                    • Payment methods
                                                      • Mobile advertising
                                                        • Other promotions
                                                        • Trend Applications

                                                            • Trend: Objectify
                                                              • Trend: Cool Vending
                                                                • Trend: East Meets West
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Market size insight
                                                                      • Sales and forecast of market
                                                                        • Figure 7: U.S. sales and forecast of coffeehouses and donut shops, at current prices, 2007-2017
                                                                        • Figure 8: U.S. sales and forecast of coffeehouses and donut shops, at inflation-adjusted prices, 2007-2017
                                                                      • Fan chart forecast
                                                                          • Figure 9: U.S. sales and forecast of coffeehouses and donut shops, at current prices, 2007-17
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Disposable personal income is showing signs of improvement
                                                                            • Figure 10: Real disposable personal income, January 2007-July 2012
                                                                          • Unemployment and underemployment rates remain high but are declining
                                                                            • Figure 11: Unemployment and underemployment rates, January 2007-August 2012
                                                                          • Consumer sentiment increases after seven months of decline
                                                                            • Figure 12: Consumer sentiment, January 2007-August 2012
                                                                          • Cost and inflation of food items
                                                                            • Government legislation
                                                                              • Health concerns continue
                                                                                • Liquor law issues
                                                                                • Competitive Context

                                                                                  • Coffeehouses versus donut shops
                                                                                    • Home brewing and grocery stores
                                                                                      • Convenience stores
                                                                                        • QSRs and bakery cafés
                                                                                          • Teas and juices
                                                                                          • Featured Companies

                                                                                            • Caribou Coffee
                                                                                              • Honey Dew Donuts
                                                                                                • Lavazza
                                                                                                  • Seattle’s Best Coffee
                                                                                                  • Marketing Strategies

                                                                                                    • Overview of the brand landscape
                                                                                                      • Television advertisements
                                                                                                        • Caribou
                                                                                                          • Figure 13: Caribou Coffee, “Java Love,” TV AD, 2012
                                                                                                        • Dunkin’ Brands
                                                                                                          • Figure 14: Dunkin’ Donuts, “Your Drink Your Way,” TV AD, 2012
                                                                                                        • Honey Dew Donuts
                                                                                                          • Figure 15: Honey Dew Donuts, “Step Outside,” TV AD, 2012
                                                                                                        • Krispy Kreme
                                                                                                          • Figure 16: Krispy Kreme, “Love,” TV AD, 2012
                                                                                                        • Starbucks
                                                                                                          • Figure 17: Starbucks, “Get a Boost,” TV AD, 2012
                                                                                                        • Tim Hortons
                                                                                                          • Figure 18: Tim Hortons, “Perfect Indulge,” TV AD, 2012
                                                                                                        • Social media
                                                                                                          • Facebook
                                                                                                            • Instagram
                                                                                                              • Twitter
                                                                                                                • Mobile marketing
                                                                                                                    • Figure 19: Starbucks, Mobile AD, July 2012
                                                                                                                  • Loyalty marketing
                                                                                                                    • Experiential marketing
                                                                                                                      • Figure 20: Krispy Kreme, Experiential Marketing, 2012
                                                                                                                    • In-store marketing
                                                                                                                    • Menu Analysis—Drink Offerings

                                                                                                                      • Key points
                                                                                                                        • Drink offerings overview
                                                                                                                            • Figure 21: Top 10 beverage types menued at coffeehouses and donut shops, by incidence, Q2 2009-Q2 2012
                                                                                                                            • Figure 22: Top 10 beverage types menued at coffeehouses and donut shops, by price, Q2 2009-Q2 2012*
                                                                                                                          • Coffee beverages
                                                                                                                              • Figure 23: Top 10 coffee types menued at coffeehouses and donut shops, by incidence, Q2 2009-Q2 2012
                                                                                                                            • Tea beverages
                                                                                                                                • Figure 24: Top 10 tea types menued at coffeehouses and donut shops, by incidence, Q2 2009-Q2 2012
                                                                                                                            • Menu Analysis—Food Offerings

                                                                                                                              • Key points
                                                                                                                                • Food offerings overview
                                                                                                                                    • Figure 25: Top 10 food items menued at coffeehouses and donut shops, by incidence, Q2 2009-Q2 2012
                                                                                                                                    • Figure 26: Top 10 food items menued at coffeehouses and donut shops, by price, Q2 2009-Q2 2012
                                                                                                                                  • Breakfast sandwiches
                                                                                                                                      • Figure 27: Top 10 ingredients in breakfast sandwiches at coffeehouses and donut shops, by price, Q2 2009-Q2 2012
                                                                                                                                    • Donuts
                                                                                                                                        • Figure 28: Top 10 flavors of donuts on coffeehouse and donut shop menus, by incidence, Q2 2009-Q2 2012
                                                                                                                                    • Restaurant Usage and Frequency

                                                                                                                                      • Key points
                                                                                                                                        • Starbucks leads in usage for drinks; McCafé leads in usage for food
                                                                                                                                            • Figure 29: Restaurant usage and frequency, June 2012
                                                                                                                                          • Men visit donut shops more; women visit Starbucks and McCafé
                                                                                                                                            • Older consumers less likely to visit; 25-34s use small chains the most
                                                                                                                                              • Figure 30: Restaurant usage and frequency, by gender, June 2012
                                                                                                                                              • Figure 31: Restaurant usage and frequency, by age, June 2012
                                                                                                                                          • Time of Visits

                                                                                                                                            • Key points
                                                                                                                                              • Men visit early morning; women visit midmorning and afternoon
                                                                                                                                                • Figure 32: Time of visits, by gender, June 2012
                                                                                                                                              • Middle-aged consumers most likely to visit early morning
                                                                                                                                                • Figure 33: Time of visits, by age, June 2012
                                                                                                                                              • Middle class visit in early morning; affluent visit in midmorning
                                                                                                                                                • Figure 34: Time of visits, by household income, June 2012
                                                                                                                                            • Changes in Behavior

                                                                                                                                              • Key points
                                                                                                                                                • Respondents purchasing less at restaurants; consuming at home
                                                                                                                                                  • Figure 35: Changes in behavior, June 2012
                                                                                                                                                • Women are still conserving; men are increasing engagement
                                                                                                                                                  • Figure 36: Changes in behavior, by gender, June 2012
                                                                                                                                                • Young consumers are visiting restaurants more and purchasing more
                                                                                                                                                  • Figure 37: Changes in behavior, by age, June 2012
                                                                                                                                              • Activities at Restaurants

                                                                                                                                                • Key points
                                                                                                                                                  • Consumers use restaurants for bathroom and as a social meet-up place
                                                                                                                                                    • Men use the dining room more than women for nearly all activities
                                                                                                                                                      • Figure 38: Activities at restaurants, by gender, June 2012
                                                                                                                                                    • Young consumers use restaurants as a place to work and play
                                                                                                                                                      • Figure 39: Activities at restaurants, by age, June 2012
                                                                                                                                                    • Lifestages dictate income and usage of coffeehouses and donut shops
                                                                                                                                                      • Figure 40: Activities at restaurants, by household income, June 2012
                                                                                                                                                  • Drink Purchases

                                                                                                                                                    • Key points
                                                                                                                                                      • Men order coffee “black”; women order specialty beverages
                                                                                                                                                        • Figure 41: Drink purchases, by gender, June 2012
                                                                                                                                                      • Older consumers order “black” coffee; younger consumers like variety
                                                                                                                                                        • Figure 42: Drink purchases, by age, June 2012
                                                                                                                                                    • Food Purchases

                                                                                                                                                      • Key points
                                                                                                                                                        • Men most likely to order donuts; women likely to order baked goods
                                                                                                                                                          • Figure 43: Food purchases, by gender, June 2012
                                                                                                                                                        • Consumers at different lifestages order different food items
                                                                                                                                                          • Figure 44: Food purchases, by age, June 2012
                                                                                                                                                        • Donuts are the top buy for nearly all household income levels; the most affluent buy upscale items
                                                                                                                                                          • Figure 45: Food purchases, by household income, June 2012
                                                                                                                                                      • Restaurant Selection Criteria

                                                                                                                                                        • Key points
                                                                                                                                                          • Women seek customized options while men purchase combos and work
                                                                                                                                                            • Figure 46: Restaurant selection criteria, by gender, June 2012
                                                                                                                                                          • Younger consumers demand more from coffeehouses and donut shops
                                                                                                                                                            • Figure 47: Restaurant selection criteria, by age, June 2012
                                                                                                                                                          • Lower-income consumers interested in premade items, combos, variety
                                                                                                                                                            • Figure 48: Restaurant selection criteria, by household income, June 2012
                                                                                                                                                        • Consumer Attitudes

                                                                                                                                                          • Key points
                                                                                                                                                            • Women want coupons and rewards programs
                                                                                                                                                              • Figure 49: Consumer attitudes, by gender, June 2012
                                                                                                                                                            • Older consumers want variety; younger look for community support
                                                                                                                                                                • Figure 50: Consumer attitudes, by age, June 2012
                                                                                                                                                              • Affluent consumers most likely to believe items are overpriced
                                                                                                                                                                  • Figure 51: Consumer attitudes, by household income, June 2012
                                                                                                                                                              • Usage Groups

                                                                                                                                                                • Restaurant usage
                                                                                                                                                                  • Time of visits
                                                                                                                                                                    • Figure 52: Time of visits, by usage group, June 2012
                                                                                                                                                                  • Changes in behavior
                                                                                                                                                                    • Figure 53: Changes in behavior, by usage group, June 2012
                                                                                                                                                                  • Activities at restaurants
                                                                                                                                                                    • Figure 54: Activities at restaurants, by usage group, June 2012
                                                                                                                                                                  • Drink purchases
                                                                                                                                                                    • Figure 55: Drink purchases, by usage group, June 2012
                                                                                                                                                                  • Food purchases
                                                                                                                                                                    • Figure 56: Food purchases, by usage group, June 2012
                                                                                                                                                                  • Restaurant selection criteria
                                                                                                                                                                    • Figure 57: Restaurant selection criteria, by usage group, June 2012
                                                                                                                                                                • Appendix—Other Useful Tables

                                                                                                                                                                    • Figure 58: Restaurant usage and frequency, by household income, June 2012
                                                                                                                                                                    • Figure 59: Changes in behavior, by household income, June 2012
                                                                                                                                                                    • Figure 60: Drink purchases, by household income, June 2012
                                                                                                                                                                    • Figure 61: Restaurant usage and frequency, by usage group, June 2012
                                                                                                                                                                    • Figure 62: Consumer attitudes, by usage group, June 2012
                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • AMC Entertainment Inc.
                                                                                                                                                                  • Burger King Corporation
                                                                                                                                                                  • Caribou Coffee Company Inc.
                                                                                                                                                                  • Converse, Inc
                                                                                                                                                                  • Delta Air Lines, Inc.
                                                                                                                                                                  • Luigi Lavazza SpA
                                                                                                                                                                  • Rainforest Alliance
                                                                                                                                                                  • Royal Caribbean Cruises Ltd.
                                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                                  • Subway
                                                                                                                                                                  • Taco Bell Corp.
                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                  Coffee Houses and Donut Shops - US - October 2012

                                                                                                                                                                  £3,174.67 (Excl.Tax)