CREST Datassential DeckBuilder™ For more information, contact: Datassential: Jana Mann (312-655-0595) | NPD: Michele Schmal (847-692-1825) [preview] CREST

CREST Datassential DeckBuilder™

For more information, contact:

Datassential: Jana Mann (312-655-0595) | NPD: Michele Schmal (847-692-1825)

[preview]

CREST Datassential DeckBuilder: Food

NPD and Datassential have brought together CREST™ and MenuTrends™ data to provide you with a new, enhanced version of DeckBuilder.

In addition to CREST’s rich consumer behavior information, this new DeckBuilder also features data from over 5,500 menus and 600,000 current dishes.

What consumers order and what restaurants serve – together in one easy package.



www.menutrends.com/crest




QuarterlyRolling Quarterly

NC= No Change vs. Year AgoIf sample is over 250, pcya is shown, If pcya is 20 or above, shown as "++'. If pcya is -20 or less, shown as "--". If sample is estimated at under 250, trend is shown as "+" or "-".

Rolling Annual

Yr. Ending Nov. '07

Chicken Sandwiches-TotalMenu Importance Trend

ServingsTrend

Menu Importance - % Orders that

Included Food Item6.0 6.0 6.0 5.9 6.0 6.0

Sep.,Oct.,Nov. '06

Dec.,Jan.,Feb. '07

Jun.,Jul.,Aug. '07

Mar.,Apr.,May. '07

Sep.,Oct.,Nov. '07

Yr. Ending Nov. '07

8%12% 12% 14% 1%7%

Quarterly

Sep.,Oct.,Nov. '06

Dec.,Jan.,Feb. '07

Jun.,Jul.,Aug. '07

Mar.,Apr.,May. '07

Sep.,Oct.,Nov. '07

Source: The NPD Group/NPD Foodservice®/CREST®. For the exclusive use of CREST subscribers.

Menu Importance measures an item’s share of all US eating occasions.

Here, chicken sandwiches have held constant over the past several periods – with approximately 6% of all away-from-home meals featuring a chicken sandwich.





4%

56%

31%

9%

4% - Morning Meal -- PCYA = ++

56% - Lunch -- PCYA = +6

31% - Supper -- PCYA = +5

9% - PM Snacks -- PCYA = ++

Chicken Sandwiches-Total - Product Profiles

On-Premises 37% 36% +7

Off-Premises 63% 64% +9

Carry Out 27% 25% NC

Drive Thru 35% 38% +17

Delivery 1% 1% -8

Dist. Yr. Ending Nov. '07

Dist. Yr. Ending Nov. '06

PCYA Trend/

Direction

Business Segment Performance - Yr. Ending Nov. '07

NC= No Change vs. Year Ago; NA= Not AvailableIf sample is over 250, pcya is shown, If pcya is 20 or above, shown as "++'. If pcya is -20 or less, shown as "--". If sample is estimated at under 250, trend is shown as "+" or "-".


Service ModeDist. of Servings and Trend

DaypartsDist. of Servings and Trend

Daypart serving data are provided as a measurement of when foods are ordered.

Here we see that chicken sandwiches are consumed most often during lunch (56%).

Data are also provided on service modes: how often foods are bought either on or off-premise, with further breakouts for carry out, delivery, and drive thru.





Channel ImportanceDistribution of Servings

82%

5%

13%

Major/Regional Chains: 82%…PCYA (+11)Small Chains: 5%…PCYA (+3)Independents: 13%…PCYA (-4)

Chicken Sandwiches-Total - Product ProfileChannel & Segment Importance - Yr. Ending Nov. '07

NC= No Change vs. Year AgoIf sample is over 250, pcya is shown, If pcya is 20 or above, shown as "++'. If pcya is -20 or less, shown as "--". If sample is estimated at under 250, trend is shown as "+" or "-".*Excludes Fine Dining/Upscale Hotel.

Yr. Ending Nov. '07

Dist.

PCYA Direction/

Trend

89%QSR 90% +9

5%Midscale 4% +1

7%Casual Dining 6% -4

Restaurant Segments*Distribution of Servings and Trend

Yr. Ending Nov. '06

Dist.


Channel Importance measures where consumers purchase specific food items.

For example, we see here that 82% of all chicken sandwiches are purchased at major national and regional chains; independents play a much smaller role (just 13%).

Consumption data are also provided by segment; as seen here, QSR’s are responsible for 90% of all chicken sandwiches servings.





.

Chicken Sandwiches-Total - Product ProfileKey Chains* - Yr. Ending Nov. '07

Chicken Sandwiches-Total - Product ProfileChicken Sandwiches-Total - Product Profile

Chains Servings Share Menu Importance PCYA

McDonald's 26.6% 14.8% ++

Wendy's 11.6% 25.2% ++

Burger King 6.8% 12.9% 10

Subway 6.3% 15.6% -14

Chick-fil-A 5.9% 49.4% 9

KFC 3.8% 17.0% -15

Jack in the Box 2.7% 15.3% -8

Sonic 2.2% 9.7% ++

Arby's 1.9% 11.6% --

Panera Bread 1.5% 14.1% ++

Quiznos Subs 1.4% 16.4% 11

Carl's Jr. 1.1% 15.6% -16

Hardee's 0.9% 8.8% 2

Dairy Queen 0.6% 4.0% ++

Applebee's 0.6% 5.7% -3

* Outlets selected by a minimum sample size of 50 transactions for food item.NC= No Change vs. Year Ago; If pcya is 20 or above, shown as "++'. If pcya is -20 or less, shown as "--". NC= No Change vs. Year Ago; Trend N/A=Not Available due to Sample Size Year Ago


Further breakouts are also provided for top national accounts.

For instance, while chicken sandwiches are present in 14.8% of orders at McDonald’s, the number jumps to 49.4% at Chick-fil-A.





Chicken Sandwiches-Total - Product ProfileKey Small Chains/Independents* - Yr. Ending Nov. '07

Chicken Sandwiches-Total - Product ProfileChicken Sandwiches-Total - Product Profile

Small Chains/Independents Servings Share Menu Importance PCYA

MS Varied Menu/Unc. Cat 2.3% 3.2% -2

QSR Varied Menu Small Chains/Ind 2.2% 5.2% 1

CD Varied Menu/Uncl. 1.9% 4.9% -11

QSR Deli Small Chains/Inds 1.8% 7.6% -11

QSR Pizza Small Chains/Inds 1.3% 1.6% -8

QSR Other Sandwich Small Ch/Inds 1.0% 5.2% -1

QSR Rem. Conv. Stores 0.9% 1.5% ++

QSR Hamburger Small Ch/Inds 0.8% 6.1% ++

QSR Amusement 0.7% 1.9% -14

QSR Bakery Sandwich/Small Chains 0.6% 13.7% ++

QSR Remaining Retail (FD/DPT/P) 0.5% 1.0% 1

CD Bar/Grill Small Chains/Inds 0.4% 4.6% --

QSR Grmt/Coffee Small Chains/Ind 0.3% 1.9% 8

QSR Chicken Small Chains/Inds 0.3% 3.4% 3

CD Steak/Rib Small Chains/Inds 0.3% 2.4% --

* Outlets selected by a minimum of sample size 50 transactions for food item.NC= No Change vs. Year Ago; If pcya is 20 or above, shown as "++'. If pcya is -20 or less, shown as "--". NC= No Change vs. Year Ago; Trend N/A=Not Available due to Sample Size Year Ago


Aggregate data are also provided for specific independent and small chain sub-segments, such as QSR pizza.

Looking here, we see that chicken sandwiches are most critical in the QSR Bakery / Sandwich sub-segment, where they are present in 13.7% of all orders.





.

Chicken Sandwiches-Total - Product ProfilesDemographic and Regional Indices* - Yr. Ending Nov. '07

*Indexed to Panel. Index of 100=Average Usage

Demographics Census RegionsIndex

Yr Ago

103

97

54

96

96

98

104

104

106

57

184

158

114

82

Dist.

Gender

50%Male

50%Female

Age of Eater

7%65+

HH Income

20%Under $25,000

21%$25-$44,999

14%$45-$59,999

11%$60-$74,999

14%$75-$99,999

21%$100,000 and more

15%<18

17%18-24

22%25-34

25%35-49

15%50-64

Dist.

18%East

22%Central

40%South

20%

IndexYr Ago

96

96

111

90West

Index

103

97

56

96

100

103

98

103

100

60

177

162

111

84

Index

97

100

111

84


A detailed demographic overview identifies target consumers for each food type.

Here, we see that chicken sandwiches are eaten evenly by men and women, with the South region generating 40% of total sales.





MenuTrends Penetration (of restaurants with sandwiches, % that menu...)

<< Chicken >> Turkey Beef Ham Tuna

Quick Service Midscale Casual Fine Dining ALL

MenuTrends Penetration (of restaurants with sandwiches, % that menu...)

<< Chicken >> Turkey Beef Ham Tuna

Quick Service Midscale Casual Fine Dining ALL

Quick Service Midscale Casual Fine Dining All Restaurants

Chicken 88.2% 89.9% 89.5% 74.1% 88.2%Turkey 70.6% 66.6% 57.0% 45.0% 63.2%Beef 79.1% 75.2% 73.0% 59.3% 74.9%Ham 72.8% 67.3% 49.2% 35.4% 60.7%Tuna 53.9% 48.0% 29.6% 31.7% 42.3%

Quick Service Midscale Casual Fine Dining All Restaurants

Chicken 88.2% 89.9% 89.5% 74.1% 88.2%Turkey 70.6% 66.6% 57.0% 45.0% 63.2%Beef 79.1% 75.2% 73.0% 59.3% 74.9%Ham 72.8% 67.3% 49.2% 35.4% 60.7%Tuna 53.9% 48.0% 29.6% 31.7% 42.3%

MenuTrends Penetration measures the percentage of operators that offer a particular food, flavor, or ingredient.

Here we see that chicken sandwiches are offered by 88.2% of restaurants that serve sandwiches, placing it chicken significantly ahead of other sandwich proteins.

Breakouts are also provided by segment.


EQUAL WEIGHTING: figures computed with each menu assigned the same weight.




MenuTrends analyses are customized for specific food categories.

For instance, in the case of chicken sandwiches, a chart is provided that breaks out hot and cold applications (as seen here, hot chicken sandwiches are much more common).

MenuTrends Incidence: Chicken Sandwiches (% of menu items that are...)

Hot78.0%

Cold22.0%


Hot78.0%

Cold22.0%






PREPARATION STYLES

Prep methods are also captured in the MenuTrends data.

For example, we see here that chicken sandwiches are more often grilled / roasted than they are fried – by greater than a 2-to-1 margin.


Fried29.3%

Grilled / Roasted70.7%


Fried29.3%

Grilled / Roasted70.7%






MenuTrends Incidence (% of Chicken Sandwiches specifying…)

12.7%

9.3%

7.4%

6.6%

6.4%

4.5%

3.1%

2.9%

2.5%

1.8%

1.7%

1.6%

1.5%

1.5%

1.4%

1.2%

WrapRollSub

BreadBun

TortillaKaiser

PitaWheatFlour

HoagieSourdough

PaniniSesameFocacciaCiabatta


12.7%

9.3%

7.4%

6.6%

6.4%

4.5%

3.1%

2.9%

2.5%

1.8%

1.7%

1.6%

1.5%

1.5%

1.4%

1.2%

WrapRollSub

BreadBun

TortillaKaiser

PitaWheatFlour

HoagieSourdough

PaniniSesameFocacciaCiabatta

BREADS & CARRIERS

MenuTrends Incidence measures the percentage of menu items that feature a specific flavor, prep method, or ingredient.

Here we see that 12.7% of chicken sandwiches are specified on the menus as wraps.






CHEESES

Extensive flavor data are also included, such as this analysis of common cheeses on chicken sandwiches.

The MenuTrends Incidence figures reveal that Swiss and Mozzarella are the most popular chicken sandwich cheeses.


7.6%

7.4%

6.2%

6.1%

5.6%

5.2%

3.2%

2.5%

2.3%

1.3%

1.1%

0.4%

0.3%

0.3%

0.2%

0.2%

SwissMozzarella

CheddarProvolone

JackParmesan

BleuAmericanMonterey

PepperjackFeta

RomanoAsiagoFontinaHavarti

Goat


7.6%

7.4%

6.2%

6.1%

5.6%

5.2%

3.2%

2.5%

2.3%

1.3%

1.1%

0.4%

0.3%

0.3%

0.2%

0.2%

SwissMozzarella

CheddarProvolone

JackParmesan

BleuAmericanMonterey

PepperjackFeta

RomanoAsiagoFontinaHavarti

Goat






SAUCES & FLAVORS

MenuTrends Penetration is a measure of adoption – the percentage of operators have added something to their menu.

Of restaurants that serve chicken sandwiches, 20.8% offer a BBQ chicken sandwich – compared to just 6.8% who have a teriyaki chicken sandwich.

Datassential MenuTrends tracks hundreds of sauces and flavors to ensure relevant detail for all types of menu items.

MenuTrends Penetration(of operators with chicken sandwiches, percentage menuing…)

20.8%

15.7%

15.1%

14.3%

13.8%

9.7%

8.3%

7.9%

7.3%

6.8%

BBQ

Buffalo

Caesar

Honey (mustard / dijon)

Ranch

Bleu Cheese

Cajun

Marinara

Pesto

Teriyaki

MenuTrends Penetration(of operators with chicken sandwiches, percentage menuing…)

20.8%

15.7%

15.1%

14.3%

13.8%

9.7%

8.3%

7.9%

7.3%

6.8%

BBQ

Buffalo

Caesar

Honey (mustard / dijon)

Ranch

Bleu Cheese

Cajun

Marinara

Pesto

Teriyaki






MenuTrends Growth: Chicken Sandwiches (one year change in incidence)

49.2%

27.2%

20.4% 20.4% 20.2% 20.1%18.3%

15.8% 15.7%

Panini Aioli Wheat Chipotle Spinach Ciabatta Tossed Pesto SundriedTomato

MenuTrends Growth: Chicken Sandwiches (one year change in incidence)

49.2%

27.2%

20.4% 20.4% 20.2% 20.1%18.3%

15.8% 15.7%

Panini Aioli Wheat Chipotle Spinach Ciabatta Tossed Pesto SundriedTomato

HOT MOVERS

Year-over-year trends are also included, such as this analysis of “hot movers” in chicken sandwiches.

As seen here, chicken paninis are up an astounding 49.2% in just one year (typically, a single year growth rates of 30% or more signifies a very fast trend).






EXAMPLES

The new DeckBuilder also features innovative examples of each type of food.

Chicken sandwiches, as seen here, are today including more progressive cheeses such as fontina and brie.

Interesting sauces are also becoming more common, as exemplified by the mango chutney and lemon pesto aioli shown here.


LANDMARK CHICKEN SANDWICH

grilled chicken breast and prosciutto with melted fontina cheese and parsley caper aioli on a baguette topped with lettuce and tomato.

$7.95

HONEY CHICKEN BRIEchar-grilled chicken breast glazed with a honey glaze and topped with brie cheese, fresh

greens, and tomato. served on wheat bread.$10.00

POLYNESIANS CHICKEN SALAD

SANDWICH

chunks of fresh grilled chicken blended with celery, cashew, bell peppers, pineapple bits, mango chutney, and a ginger sauce then topped with toasted coconuts on a whole wheat bun.

$8.95

MEDITERRANEAN TOUCH

marinated grilled chicken breast served on focaccia bread with red onions, lettuce,tomatoes, artichokes, kalamata olives, fontina cheese and lemon pesto aioli.

$8.99

CHICKEN CORDON BLEU SANDWICH

plump and juicy chicken breast grilled and topped with shaved ham and swiss cheese on a low-crab nutty bun

$8.49

JERKED CHICKEN SANDWICH

grilled jamaicak jerk spiced chicken breast with grilled pineapple on toasted ciabatta roll and topped with mango chutney mayonnaise, lettuce, tomato and pickle

$10.50

ROASTED CHICKEN WRAP

chicken, red onions, green peppers, red peppers, feta and mozzarella cheese and pesto aioli wrapped in mediterranean flatbread

$7.50

Crispy Chicken-Bacon Wrap

crispy chicken breast, bacon, lettuce, tomatoes with wasabi-ranch dressing wrapped in a tomato-basil tortilla

$7.99




ALL FOODS & DRINKS

CREST Datassential DeckBuilder™ is available for hundreds of food and beverage categories.

For more information, please contact NPD or Datassential.

Alcholic Drinks Coffee Quesadillas

Asian Dishes Cold Sandwiches Ribs

Bagels Croissants Rice

Beef Center of Plate Deli Salads Salads

Biscuits Dessert Baked Goods Seafood Sandwiches

Breadsticks Egg Dishes Shakes & Smoothies

Breakfast Breads Enchiladas Shellfish

Breakfast Burritos Entrée Pies Shrimp

Breakfast Meats Fajitas Soups

Breakfast Sandwiches Fish Specialty Sandwiches

Breakfast Starches Fries & Rings Steak Sandwiches

Brownies Gelatin & Pudding Sweet Rolls

Burgers Hot Dogs Tacos

Burritos Ice Cream Tostadas

Cakes Juices Turkey Center of Plate

Cheese: Apps & Sides Mexican Turkey Sandwiches

Chicken Center of Plate Nachos Vegetable Apps & Sides

Chicken Sandwiches Pasta Vegetable Center of Plate

Chicken Strips Pies Wings

Chili Pizza Yogurt

Chimichangas Pork Center of Plate

Alcholic Drinks Coffee Quesadillas

Asian Dishes Cold Sandwiches Ribs

Bagels Croissants Rice

Beef Center of Plate Deli Salads Salads

Biscuits Dessert Baked Goods Seafood Sandwiches

Breadsticks Egg Dishes Shakes & Smoothies

Breakfast Breads Enchiladas Shellfish

Breakfast Burritos Entrée Pies Shrimp

Breakfast Meats Fajitas Soups

Breakfast Sandwiches Fish Specialty Sandwiches

Breakfast Starches Fries & Rings Steak Sandwiches

Brownies Gelatin & Pudding Sweet Rolls

Burgers Hot Dogs Tacos

Burritos Ice Cream Tostadas

Cakes Juices Turkey Center of Plate

Cheese: Apps & Sides Mexican Turkey Sandwiches

Chicken Center of Plate Nachos Vegetable Apps & Sides

Chicken Sandwiches Pasta Vegetable Center of Plate

Chicken Strips Pies Wings

Chili Pizza Yogurt

Chimichangas Pork Center of Plate

Partial List of Covered Food Categories


Documents

CREST Datassential DeckBuilder™ For more information, contact: Datassential: Jana Mann (312-655-0595) | NPD: Michele Schmal (847-692-1825) [preview] CREST