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Limited Service Restaurant (LSR) Specialty Shops - Snacks, Beverages & Desserts - US - June 2014

“Limited service specialty restaurants are often singular-item focused. They must figure out how to create buzz and position their item in a variety of ways to appeal to a wide range of consumers. Certain brands have found success in creating line extensions with seasonal and limited-time offers, new formats like bowls and bites, and healthful options including add-ins. Other brands are offering full-on customization, providing consumers with a tailored experience. Price continues to be a driving factor for usage, as consumers continue to search for deals. Technology can provide discounts, speed, and convenience as well as drive repeat business with mobile loyalty apps.”

–    Bethany Wall, Foodservice Analyst

This report looks at the following areas:

  • Seasonality: How specialty shops naturally extend their product lines
  • Healthfulness: How specialty shops overcome unhealthy perception
  • Innovation: How specialty shops innovate to drive brand excitement
  • Value: How specialty shops provide value while obtaining healthy margins
  • Technology: How specialty shops utilize technology to drive loyalty

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Figure 1: Total US sales and fan chart forecast of limited service restaurants, at current prices, 2009-19
                    • Market drivers
                      • Competitive context
                        • Offerings and marketing
                          • Restaurant usage
                            • Figure 2: LSR specialty concept usage, April 2014
                          • Consumption place
                            • Figure 3: LSR specialty concept consumption place, April 2014
                          • Restaurant deals
                            • Figure 4: LSR specialty concept deals, April 2014
                          • Restaurant drivers
                            • Figure 5: LSR specialty concept drivers, April 2014
                          • What we think
                          • Issues and Insights

                              • Seasonality: How specialty shops naturally extend their product lines
                                • The issues
                                  • The implications
                                    • Healthfulness: How specialty shops overcome unhealthy perception
                                      • The issues
                                        • The implications
                                          • Innovation: How specialty shops innovate to drive brand excitement
                                            • The issues
                                              • The implications
                                                • Value: How specialty shops provide value while obtaining healthy margins
                                                  • The issues
                                                    • The implications
                                                      • Technology: How specialty shops utilize technology to drive loyalty
                                                        • The issues
                                                          • The implications
                                                          • Trend Applications

                                                              • Trend: The Real Thing
                                                                • Trend: Non-Standard Society
                                                                  • Trend: Extend My Brand
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Market size and forecast
                                                                        • Figure 6: Total US sales and forecast of limited service restaurants, at current prices, 2009-19
                                                                        • Figure 7: Total US sales and forecast of limited service restaurants, at inflation-adjusted prices, 2009-19
                                                                      • Fan chart forecast
                                                                          • Figure 8: Total US sales and fan chart forecast of limited service restaurants, at current prices, 2009-19
                                                                      • Market Drivers

                                                                        • Economic indicators
                                                                          • Cost and inflation of food items
                                                                            • Governmental legislation
                                                                              • Allergies and gluten-free
                                                                                • Millennials drive usage
                                                                                  • Promoting health to children
                                                                                    • Corporate responsibility
                                                                                    • Innovations and Innovators: Operational

                                                                                      • Rebranding efforts
                                                                                        • Gourmet food trucks
                                                                                          • Small footprints
                                                                                            • Technology
                                                                                            • Innovations and Innovators: BFY

                                                                                              • Calorie count
                                                                                                • Fresh ingredients
                                                                                                  • Exotic functional items
                                                                                                    • Allergy-free options
                                                                                                      • Protein focus
                                                                                                      • Innovations and Innovators: Menu

                                                                                                        • New breakfast players
                                                                                                          • Bowls and bites
                                                                                                            • Co-branded menu items
                                                                                                              • Co-branded promotional tie-Ins
                                                                                                                • Indulgent treats
                                                                                                                  • Flavor of the month
                                                                                                                    • Themed LTOs
                                                                                                                      • Seasonal LTOs
                                                                                                                      • Competitive Context

                                                                                                                        • Eating at home
                                                                                                                          • Convenience stores
                                                                                                                            • Limited service restaurants
                                                                                                                              • Co-branded locations
                                                                                                                                • Expansion via kiosks and carts
                                                                                                                                • Featured Companies

                                                                                                                                    • Bee & Tea
                                                                                                                                      • Figure 9: Bee & Tea, June 2014
                                                                                                                                    • Bruster’s Ice Cream
                                                                                                                                      • Figure 10: Bruster’s Ice Cream, June 2014
                                                                                                                                    • Chloe’s Soft Serve Fruit Co.
                                                                                                                                      • Figure 11: Chloe’s Soft Serve Fruit Co., June 2014
                                                                                                                                    • Smallcakes: A Cupcakery
                                                                                                                                      • Figure 12: Smallcakes: A Cupcakery, June 2014
                                                                                                                                    • Empire Biscuit
                                                                                                                                      • Figure 13: Empire Biscuit, June 2014
                                                                                                                                    • French Fry Heaven
                                                                                                                                      • Figure 14: French Fry Heaven, June 2014
                                                                                                                                    • The Nugget Spot
                                                                                                                                      • Figure 15: The Nugget Spot, June 2014
                                                                                                                                    • Pie Face
                                                                                                                                      • Figure 16: Pie Face, June 2014
                                                                                                                                    • Potatopia
                                                                                                                                      • Figure 17: Potatopia, June 2014
                                                                                                                                    • ShakeAway
                                                                                                                                      • Figure 18: ShakeAway, June 2014
                                                                                                                                    • Sub Zero Ice Cream and Yogurt
                                                                                                                                      • Figure 19: Sub Zero Ice Cream and Yogurt, June 2014
                                                                                                                                    • YoFresh Yogurt Café
                                                                                                                                      • Figure 20: YoFresh Yogurt Café, June 2014
                                                                                                                                    • Yummy Cupcakes
                                                                                                                                      • Figure 21: Yummy Cupcakes, June 2014
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Overview of the brand landscape
                                                                                                                                      • Television marketing
                                                                                                                                        • Out of home
                                                                                                                                          • Social media and mobile marketing
                                                                                                                                            • Endorsements and partnerships
                                                                                                                                              • Free offers
                                                                                                                                                • Discounts and coupons
                                                                                                                                                  • Loyalty programs
                                                                                                                                                    • Causes and charities
                                                                                                                                                      • No Kid Hungry
                                                                                                                                                      • Social Media

                                                                                                                                                          • Market overview
                                                                                                                                                            • Key social media metrics
                                                                                                                                                              • Figure 22: Key social media metrics, May 2014
                                                                                                                                                            • Brand usage and awareness
                                                                                                                                                              • Figure 23: Brand usage and awareness for selected specialty shops, April 2014
                                                                                                                                                            • Interactions with specialty shops
                                                                                                                                                              • Figure 24: Interactions with selected specialty shops, April 2014
                                                                                                                                                            • Leading online campaigns
                                                                                                                                                              • Charitable contributions
                                                                                                                                                                • Mobile apps and campaigns
                                                                                                                                                                  • New product development
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Online conversations
                                                                                                                                                                        • Figure 25: Online mentions for selected specialty shops, by month, May 1, 2013-April 30, 2014
                                                                                                                                                                      • Where are people talking about specialty shops?
                                                                                                                                                                        • Figure 26: Online mentions for selected specialty shops, by page type, May 1, 2013-April 30, 2014
                                                                                                                                                                      • What are people talking about?
                                                                                                                                                                        • Figure 27: Topics of conversation for selected specialty shops, May 1, 2013-April 30, 2014
                                                                                                                                                                    • Correspondence Analysis

                                                                                                                                                                      • Methodology
                                                                                                                                                                        • Opportunities for specialty shops to become relevant throughout the day
                                                                                                                                                                            • Figure 28: Correspondence analysis, June 2014
                                                                                                                                                                            • Figure 29: LSR specialty concept dayparts, June 2014
                                                                                                                                                                        • Consumer Data – Overview

                                                                                                                                                                            • Restaurant usage
                                                                                                                                                                              • Figure 30: LSR specialty concept usage, April 2014
                                                                                                                                                                            • Consumption place
                                                                                                                                                                                • Figure 31: LSR specialty concept consumption place, April 2014
                                                                                                                                                                              • Ordering method
                                                                                                                                                                                  • Figure 32: LSR specialty concept ordering method, April 2014
                                                                                                                                                                                • Change in behavior
                                                                                                                                                                                    • Figure 33: LSR specialty concept changes in behavior, April 2014
                                                                                                                                                                                  • Restaurant deals
                                                                                                                                                                                      • Figure 34: LSR specialty concept deals, April 2014
                                                                                                                                                                                    • Restaurant drivers
                                                                                                                                                                                        • Figure 35: LSR specialty concept drivers, April 2014
                                                                                                                                                                                      • Consumer attitudes
                                                                                                                                                                                          • Figure 36: LSR specialty concept attitudes, April 2014
                                                                                                                                                                                      • Consumer Data – By Gender

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Men seek a variety of experiences and a range of healthful menu items
                                                                                                                                                                                            • Women are most concerned with health and value at specialty concepts
                                                                                                                                                                                              • Consumer tables by gender
                                                                                                                                                                                                • Figure 37: LSR specialty concept usage, by gender, April 2014
                                                                                                                                                                                                • Figure 38: LSR specialty concept consumption place, by gender, April 2014
                                                                                                                                                                                                • Figure 39: LSR specialty concept ordering method, by gender, April 2014
                                                                                                                                                                                                • Figure 40: LSR specialty concept changes in behavior – More, by gender, April 2014
                                                                                                                                                                                                • Figure 41: LSR specialty concept deals, by gender, April 2014
                                                                                                                                                                                                • Figure 42: LSR specialty concept drivers, by gender, April 2014
                                                                                                                                                                                                • Figure 43: LSR specialty concept attitudes – Any agree, by gender, April 2014
                                                                                                                                                                                            • Consumer Data – By Generation

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Younger Millennials are core users and seek healthy options and deals
                                                                                                                                                                                                  • Older Millennials are key users, open to new items, and eat on the go
                                                                                                                                                                                                    • Baby Boomers use drive-thrus and coupons and desire fresh ingredients
                                                                                                                                                                                                      • Consumer tables by generation
                                                                                                                                                                                                        • Figure 44: LSR specialty concept usage, by generations, April 2014
                                                                                                                                                                                                        • Figure 45: LSR specialty concept consumption place, by generations, April 2014
                                                                                                                                                                                                        • Figure 46: LSR specialty concept ordering method, by generations, April 2014
                                                                                                                                                                                                        • Figure 47: LSR specialty concept changes in behavior – More, by generations, April 2014
                                                                                                                                                                                                        • Figure 48: LSR specialty concept deals, by generations, April 2014
                                                                                                                                                                                                        • Figure 49: LSR specialty concept drivers, by generations, April 2014
                                                                                                                                                                                                        • Figure 50: LSR specialty concept attitudes – Any agree, by generations, April 2014
                                                                                                                                                                                                    • Consumer Data – By Income

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Lower-income consumers have low usage and focus on affordability
                                                                                                                                                                                                          • Middle-class consumers are price sensitive, but open to using technology
                                                                                                                                                                                                            • The affluent visit and spend the most seeking healthy and premium items
                                                                                                                                                                                                              • Consumer tables by income
                                                                                                                                                                                                                • Figure 51: LSR specialty concept usage, by household income, April 2014
                                                                                                                                                                                                                • Figure 52: LSR specialty concept consumption place, by household income, April 2014
                                                                                                                                                                                                                • Figure 53: LSR specialty concept ordering method, by household income, April 2014
                                                                                                                                                                                                                • Figure 54: LSR specialty concept changes in behavior – More, by household income, April 2014
                                                                                                                                                                                                                • Figure 55: LSR specialty concept deals, by household income, April 2014
                                                                                                                                                                                                                • Figure 56: LSR specialty concept drivers, by household income, April 2014
                                                                                                                                                                                                                • Figure 57: LSR specialty concept attitudes – Any agree, by household income, April 2014
                                                                                                                                                                                                            • Consumer Data – By Race and Hispanic Origin

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Whites seek punch card programs and replace meals with specialty items
                                                                                                                                                                                                                  • Blacks like low-tech deals, signature items, and consuming out-of-store
                                                                                                                                                                                                                    • Asians are high users and seek healthy, portable, and authentic items
                                                                                                                                                                                                                      • Hispanics seek deals and want to-go, customizable, and authentic options
                                                                                                                                                                                                                        • Consumer tables by race and Hispanic origin
                                                                                                                                                                                                                          • Figure 58: LSR specialty concept usage, by race/Hispanic origin, April 2014
                                                                                                                                                                                                                          • Figure 59: LSR specialty concept consumption place, by race/Hispanic origin, April 2014
                                                                                                                                                                                                                          • Figure 60: LSR specialty concept ordering method, by race/Hispanic origin, April 2014
                                                                                                                                                                                                                          • Figure 61: LSR specialty concept deals, by race/Hispanic origin, April 2014
                                                                                                                                                                                                                          • Figure 62: LSR specialty concept changes in behavior – More, by race/Hispanic origin, April 2014
                                                                                                                                                                                                                          • Figure 63: LSR specialty concept drivers, by race/Hispanic origin, April 2014
                                                                                                                                                                                                                          • Figure 64: LSR specialty concept attitudes – Any agree, by race/Hispanic origin, April 2014
                                                                                                                                                                                                                      • Consumer Data – By Region

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Midwesterners seek on-the-go options, authentic items, seasonal flavors
                                                                                                                                                                                                                            • Northeasterners buy food and drink together and order to-go in person
                                                                                                                                                                                                                              • Southerners are price sensitive, preferring deals and opting out of add-ins
                                                                                                                                                                                                                                • Westerners are the most likely to use smoothie shops and order online
                                                                                                                                                                                                                                  • Consumer tables by region
                                                                                                                                                                                                                                    • Figure 65: LSR specialty concept usage, by region, April 2014
                                                                                                                                                                                                                                    • Figure 66: LSR specialty concept consumption place, by region, April 2014
                                                                                                                                                                                                                                    • Figure 67: LSR specialty concept ordering method, by region, April 2014
                                                                                                                                                                                                                                    • Figure 68: LSR specialty concept changes in behavior – More, by region, April 2014
                                                                                                                                                                                                                                    • Figure 69: LSR specialty concept deals, by region, April 2014
                                                                                                                                                                                                                                    • Figure 70: LSR specialty concept drivers, by region, April 2014
                                                                                                                                                                                                                                    • Figure 71: LSR specialty concept attitudes – Any agree, by region, April 2014
                                                                                                                                                                                                                                • Consumer Data – By Parents

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Parents are heavy users and need to-go ordering and portable options
                                                                                                                                                                                                                                      • Parents with toddlers have a target spend in mind and seek customization
                                                                                                                                                                                                                                        • Parents with children want healthy and branded items and seasonal menus
                                                                                                                                                                                                                                          • Parents with adult children are open to indulgent and budget-friendly items
                                                                                                                                                                                                                                            • Consumer tables by parents
                                                                                                                                                                                                                                              • Figure 72: LSR specialty concept usage, by parents with children and age, April 2014
                                                                                                                                                                                                                                              • Figure 73: LSR specialty concept consumption place, by parents with children and age, April 2014
                                                                                                                                                                                                                                              • Figure 74: LSR specialty concept ordering method, by parents with children and age, April 2014
                                                                                                                                                                                                                                              • Figure 75: LSR specialty concept changes in behavior – More, by parents with children and age, April 2014
                                                                                                                                                                                                                                              • Figure 76: LSR specialty concept deals, by parents with children and age, April 2014
                                                                                                                                                                                                                                              • Figure 77: LSR specialty concept drivers, by parents with children and age, April 2014
                                                                                                                                                                                                                                              • Figure 78: LSR specialty concept attitudes – Any agree, by parents with children and age, April 2014
                                                                                                                                                                                                                                          • Consumer Data – Clusters

                                                                                                                                                                                                                                              • Specialty concept types
                                                                                                                                                                                                                                                • Ordering method
                                                                                                                                                                                                                                                  • Ordering technology
                                                                                                                                                                                                                                                    • Consumption place
                                                                                                                                                                                                                                                    • Appendix – Additional Tables

                                                                                                                                                                                                                                                      • Consumer tables by area
                                                                                                                                                                                                                                                        • Figure 79: LSR specialty concept usage, by area, April 2014
                                                                                                                                                                                                                                                        • Figure 80: LSR specialty concept consumption place, by area, April 2014
                                                                                                                                                                                                                                                        • Figure 81: LSR specialty concept ordering method, by area, April 2014
                                                                                                                                                                                                                                                        • Figure 82: LSR specialty concept changes in behavior – More, by area, April 2014
                                                                                                                                                                                                                                                        • Figure 83: LSR specialty concept deals, by area, April 2014
                                                                                                                                                                                                                                                        • Figure 84: LSR specialty concept drivers, by area, April 2014
                                                                                                                                                                                                                                                        • Figure 85: LSR specialty concept attitudes – Any agree, by area, April 2014
                                                                                                                                                                                                                                                      • Consumer tables by specialty concept type
                                                                                                                                                                                                                                                        • Figure 86: LSR specialty concept usage, by LSR specialty concept usage, April 2014
                                                                                                                                                                                                                                                        • Figure 87: LSR specialty concept consumption place, by LSR specialty concept usage, April 2014
                                                                                                                                                                                                                                                        • Figure 88: LSR specialty concept ordering method, by LSR specialty concept usage, April 2014
                                                                                                                                                                                                                                                        • Figure 89: LSR specialty concept changes in behavior – More, by LSR specialty concept usage, April 2014
                                                                                                                                                                                                                                                        • Figure 90: LSR specialty concept deals, by LSR specialty concept usage, April 2014
                                                                                                                                                                                                                                                        • Figure 91: LSR specialty concept drivers, by LSR specialty concept usage, April 2014
                                                                                                                                                                                                                                                        • Figure 92: LSR specialty concept attitudes – Any agree, by LSR specialty concept usage, April 2014
                                                                                                                                                                                                                                                      • Consumer tables by ordering method
                                                                                                                                                                                                                                                        • Figure 93: LSR specialty concept usage, by order type, April 2014
                                                                                                                                                                                                                                                        • Figure 94: LSR specialty concept consumption place, by order type, April 2014
                                                                                                                                                                                                                                                        • Figure 95: LSR specialty concept ordering method, by order type, April 2014
                                                                                                                                                                                                                                                        • Figure 96: LSR specialty concept changes in behavior – More, by order type, April 2014
                                                                                                                                                                                                                                                        • Figure 97: LSR specialty concept deals, by order type, April 2014
                                                                                                                                                                                                                                                        • Figure 98: LSR specialty concept drivers, by order type, April 2014
                                                                                                                                                                                                                                                        • Figure 99: LSR specialty concept attitudes – Any agree, by order type, April 2014
                                                                                                                                                                                                                                                      • Consumer tables by ordering technology
                                                                                                                                                                                                                                                        • Figure 100: LSR specialty concept usage, by order placing, April 2014
                                                                                                                                                                                                                                                        • Figure 101: LSR specialty concept consumption place, by order placing, April 2014
                                                                                                                                                                                                                                                        • Figure 102: LSR specialty concept ordering method, by order placing, April 2014
                                                                                                                                                                                                                                                        • Figure 103: LSR specialty concept changes in behavior – More, by order placing, April 2014
                                                                                                                                                                                                                                                        • Figure 104: LSR specialty concept deals, by order placing, April 2014
                                                                                                                                                                                                                                                        • Figure 105: LSR specialty concept drivers, by order placing, April 2014
                                                                                                                                                                                                                                                        • Figure 106: LSR specialty concept attitudes – Any agree, by order placing, April 2014
                                                                                                                                                                                                                                                      • Consumer tables by consumption place
                                                                                                                                                                                                                                                        • Figure 107: LSR specialty concept usage, by LSR specialty concept consumption place, April 2014
                                                                                                                                                                                                                                                        • Figure 108: LSR specialty concept consumption place, by LSR specialty concept consumption place, April 2014
                                                                                                                                                                                                                                                        • Figure 109: LSR specialty concept ordering method, by LSR specialty concept consumption place, April 2014
                                                                                                                                                                                                                                                        • Figure 110: LSR specialty concept changes in behavior – More, by LSR specialty concept consumption place, April 2014
                                                                                                                                                                                                                                                        • Figure 111: LSR specialty concept deals, by LSR specialty concept consumption place, April 2014
                                                                                                                                                                                                                                                        • Figure 112: LSR specialty concept drivers, by LSR specialty concept consumption place, April 2014
                                                                                                                                                                                                                                                        • Figure 113: LSR specialty concept attitudes – Any agree, by LSR specialty concept consumption place, April 2014
                                                                                                                                                                                                                                                      • Consumer tables by daypart
                                                                                                                                                                                                                                                        • Figure 114: LSR specialty concept usage, by daypart, April 2014
                                                                                                                                                                                                                                                        • Figure 115: LSR specialty concept consumption place, by daypart, April 2014
                                                                                                                                                                                                                                                        • Figure 116: LSR specialty concept ordering method, by daypart, April 2014
                                                                                                                                                                                                                                                        • Figure 117: LSR specialty concept changes in behavior – More, by daypart, April 2014
                                                                                                                                                                                                                                                        • Figure 118: LSR specialty concept deals, by daypart, April 2014
                                                                                                                                                                                                                                                        • Figure 119: LSR specialty concept drivers, by daypart, April 2014
                                                                                                                                                                                                                                                        • Figure 120: LSR specialty concept attitudes – Any agree, by daypart, April 2014
                                                                                                                                                                                                                                                    • Appendix – Social Media

                                                                                                                                                                                                                                                        • Figure 121: Brand usage or awareness, April 2014
                                                                                                                                                                                                                                                        • Figure 122: Pinkberry usage or awareness, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 123: Yogurtland usage or awareness, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 124: TCBY usage or awareness, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 125: Red mango usage or awareness, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 126: Menchie’s frozen yogurt usage or awareness, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 127: Yogen Früz usage or awareness, by demographics, April 2014
                                                                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                                                                        • Figure 128: Activities done, April 2014
                                                                                                                                                                                                                                                        • Figure 129: Pinkberry – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 130: Pinkberry – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 131: Pinkberry – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 132: Pinkberry – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 133: Yogurtland – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 134: Yogurtland – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 135: Yogurtland – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 136: Yogurtland – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 137: TCBY – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 138: TCBY – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 139: TCBY – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 140: TCBY – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 141: Red mango – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 142: Red mango – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 143: Red mango – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 144: Menchie’s frozen yogurt – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 145: Menchie’s frozen yogurt – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                        • Figure 146: Menchie’s frozen yogurt – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                                                                                                                      • Key social media metrics
                                                                                                                                                                                                                                                        • Figure 147: Key social media metrics—Menchie’s Frozen Yogurt, May 2014
                                                                                                                                                                                                                                                        • Figure 148: Key social media metrics—Yogurtland, May 2014
                                                                                                                                                                                                                                                        • Figure 149: Key social media metrics—Pinkberry, May 2014
                                                                                                                                                                                                                                                        • Figure 150: Key social media metrics—Red Mango, May 2014
                                                                                                                                                                                                                                                        • Figure 151: Key social media metrics—TCBY, May 2014
                                                                                                                                                                                                                                                        • Figure 152: Key social media metrics—Yogen Früz, May 2014
                                                                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                                                                        • Figure 153: Online mentions for selected specialty shops, by month, May 1, 2013-April 30, 2014
                                                                                                                                                                                                                                                        • Figure 154: Online mentions for selected specialty shops, by page type, May 1, 2013-April 30, 2014
                                                                                                                                                                                                                                                        • Figure 155: Topics of conversation for selected specialty shops, May 1, 2013-April 30, 2014
                                                                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • Bruster's Real Ice Cream, Inc.
                                                                                                                                                                                                                                                      • Nestlé USA

                                                                                                                                                                                                                                                      Limited Service Restaurant (LSR) Specialty Shops - Snacks, Beverages & Desserts - US - June 2014

                                                                                                                                                                                                                                                      £3,277.28 (Excl.Tax)