What’s Hot – Emerging Concepts Research

2

Emerging Brands

AMERICAN BURGER PIZZA CAFÉBoneheads Built Custom Burgers 800 Degrees Bruxie

Chophouse Burger 21 Anthony’s Coal Fired Pizza First Watch

CineBistro Burger Lounge Blaze Pizza Lazy DogCooper's Hawk Hopdoddy Burger Bar Piada Newks

Eat Here Shake Shack PieOlogy PJs CoffeeFirebirds Wood Fired

Grill Shula Burger Pizza Rev Specialty’s

Ocean Prime Twisted Root Project Pie FRESHStudio Movie Grill Umami ZPizza Chop't

BAR & GRILL MEXICAN OTHER LemonadeBikinis Americas Taco Shop Ezell Famous Chicken LYFE Kitchen

Marlows Tavern Chuys Mama Fu Mad Greens

The Greene Turtle Freebirds World Burritos Old Carolina Barbecue Mendocino Farms

Twin Peaks Mi Cocina Tex-Mex PDQ Chicken Original SoupmanWorld of Beer Snappy Salads

Tender Greens

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“I lost all my vegan powers at Burger Lounge... It was worth it.”

“Is Hopdoddy’s heaven? Only one difference, the lines are shorter at the Pearly Gates.”

“What's Piada? It's like...an Italian Chipotle….”

“A custom designed pizza for $7.50. What more can you ask for?”

“Yes, I'm lovin' LYFE…”

“All sandwiches shall hereby be measured against the Mendocino Farms model.”

“Awesome combinations of foods sandwiched between fresh golden crisped waffles.”

“'PJs = Perfect Java. I love it. I really do.”

“Everything ever said about Original Soupman is true…and it is worth every dollar to wait in line down the block for his soup.”

“Can it get any better? Is this really fast food?”

“Freebird blows the doors off of Chipotle.”

Cinebistro – ALL HAIL THE GREATEST INVENTION EVER!!!

“Bikini’s is Hooters without the hype.”

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Emerging Brand Customer Sentiment

Customers: Are evangelistic about emerging brands – they use social media heavily

because they want to spread the word about their ‘discovery’ Have researched emerging brands in advance and have high expectations

upon initial visit Compare the emerging brands to established ones, both within and outside

of the segment (i.e., comparisons of pizza to Chipotle) Perceive the food as better, fresher than established brands Perceive themselves as trailblazers/early adopters/trendsetters Consider long lines part of the experience and mystique of certain emerging

brands Seem to enjoy the bragging rights garnered from waiting in line and feel that

the food quality justifies the wait. People are more likely drawn in rather than dissuaded by lines out the door

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Foursquare Check-ins

Mexican brands are concentrated in Texas, Alabama, Tennessee, Kentucky and Northern CA In the Northeast, Burgers and Fresh concepts lead, followed by Pizza Southern CA leaders include, Café concepts and Fresh brands American and Bar & Grill brands are more prevalent in the Midwest and Southeast, as well as Colorado and Arizona

Business Check-ins0

20,00040,00060,00071,045

Brand CategoryOther BrandsBar & Grill Bran..Cafe BrandsMexican BrandsPizza BrandsAmerican BrandsFresh BrandsBurger Brands

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Foursquare Total Check-ins per LocationTop Ten

With a large following and cult status, Shake Shack dominates check-ins

4 Fresh concepts are in the top 10

UmamiLYFE Kitchen

ChophouseLazy Dog

Mendocino FarmsChop't

Tender GreensStudio Movie Grill

800 DegreesShake Shack

02,000

4,0006,000

8,00010,000

12,00014,000

3,939

4,275

4,485

4,625

5,520

5,624

6,184

6,447

7,601

12,278

4SQR Check-ins by Location

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Foursquare Total Check-ins per Location Emerging vs. Established Brands

Emerging Burger, American, and Fresh brands are outperforming established brands

Emerging OtherEstablished OtherEmerging Burger

Established BurgerEmerging Pizza

Established PizzaEmerging American

Established AmericanEmerging Mexican

Established MexicanEmerging Bar & Grill

Established Bar & GrillEmerging Café

Established CaféEmerging Fresh

Established Fresh

0 1,000 2,000 3,000 4,000 5,000914

985

4,967

1,469

735

1,606

2,880

1,755

1,972

2,214

2,025

4,438

1,358

2,012

3,349

2,176

Checkins by Location

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Foursquare Repeat Check-insEmerging Brands – Individually and by Segment

Repeat check-ins give a sense of customer frequency and level of customer engagement with the brand

Café and Fresh concepts dominate the top 10 list

Fresh and Café segments have the most repeat visitors

Studio Movie GrillWorld of Beer

Twin PeaksSnappy Salads

NewksAmericas Taco Shop

Mendocino FarmsChop't

PJs CoffeeSpecialty's

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.52.372.392.422.472.472.50

3.043.11

3.203.42

Repeat Checkins

Burger Brands

Pizza Brands

American Brands

Other Brands

Mexican Brands

Bar & Grill Brands

Café Brands

Fresh Brands

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.51.70

1.94

2.14

2.20

2.22

2.32

2.46

2.62

Repeat Checkins

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Foursquare Repeat Check-insEmerging vs. Established Brands

All emerging categories outperform established brands except for Burger, Fresh and Other categories

Emerging BurgerEstablished Burger

Emerging PizzaEstablished Pizza

Emerging AmericanEstablished American

Emerging MexicanEstablished MexicanEmerging Bar & Grill

Established Bar & GrillEmerging Other

Established OtherEmerging Café

Established CaféEmerging Fresh

Established Fresh

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.51.70

1.87

1.94

1.67

2.14

1.99

2.22

1.85

2.32

2.17

2.20

2.42

2.46

2.19

2.62

3.06

Repeat Checkins

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Yelp Star RatingsTop 10 Brands by Star Rating

Overall, emerging brands score well above the average 3 stars

Project Pie tops the charts at 4.45 stars

Across all categories, Pizza brands top the ranking

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5.00 4.45 4.39 4.38 4.28 4.27 4.2 4.08 4.04 4.04 3.99

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300

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Yelp Star RatingsAverage Stars and Reviews per Location

800 Degrees has the most reviews per location with rating of 3.76 across the brand

Ratings remain strong even as brands expand, indicating brands are resonating with customers and are executed consistently

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100 9585 85

52 47 42 42 41 3830

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Avg. review stars

1.0 5.03.76

3.724.04 4.38

4.14 3.69 4.454.04 3.80 4.35

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Yelp Star Ratings Emerging vs. Established Brands

Emerging brands consistently score higher than established brands

On average, scores are about half a point higher

Emerging OtherEstablished Other

Emerging Bar & GrillEstablished Bar & Grill

Emerging AmericanEstablished American

Emerging MexicanEstablished Mexican

Emerging CaféEstablished CaféEmerging Burger

Established BurgerEmerging Pizza

Established PizzaEmerging Fresh

Established Fresh

1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.003.58

3.02

3.34

2.83

3.59

2.99

3.45

3.08

3.82

3.32

3.86

3.13

3.91

3.24

3.96

3.53

Avg Star Review

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Lazy Dog

Bruxie

Yelp Influential Reviewers

Café brands like Specialty Café, Bruxie and Lazy Dog have captured the most influential reviewers’ attention

Mexican, Fresh and Burger brands were also well represented among influential reviewers

The total number of Friends and Usefulness of the reviewer are compared to determine the exposure of a given review

The size of the circle indicates how many people found the review helpful

Business Check-ins0

20,00040,00060,00071,045

Brand CategoryOther BrandsBar & Grill Bran..Cafe BrandsMexican BrandsPizza BrandsAmerican BrandsFresh BrandsBurger Brands

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Sentiment – Project PieCommon Themes

REVIEWERS ARE TALKING ABOUT:

Thin crust which can also be ordered gluten free or with garlic butter at no extra charge

Building custom pizzas with delicious, fresh toppings and ingredients

Personal food that is ready in minutes for a price ($12) that most find very reasonable

The ‘assembly-line’ similarity to Chipotle and Subway

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Sentiment – Hopdoddy Burger BarCommon Themes

REVIEWERS ARE TALKING ABOUT:

Delicious, juicy beef burgers, fries and milkshakes – especially the Primetime Burger and the Truffle Fries

A line that is ‘out the door’, but great food, beers and service that are worth the wait

A comfortable, relaxing atmosphere that make Hopdoddy a favorite in Austin and Dallas

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Sentiment – Mendocino FarmsCommon Themes

REVIEWERS ARE TALKING ABOUT:

Yummy sandwiches made with fresh ingredients on a variety of delicious breads, including gluten free

The menu featuring chicken, pork belly, salads and vegan options, especially good for a fresh, amazing lunch

Great food and the friendly, awesome staff make the line worthwhile

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Sentiment – Pizza RevCommon Themes

REVIEWERS ARE TALKING ABOUT:

Great concept, awesome food at a good price, especially considering it is made to order

The combination of unlimited toppings, sturdy crust, cheese and great sauce that make delicious, personal pizza worth waiting in line for

Love for the fresh ingredients, gluten free dough and vegan options

The ‘assembly-line’ similarity to Chipotle and Subway

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Sentiment – PieOlogyCommon Themes

REVIEWERS ARE TALKING ABOUT:

Awesome custom pizza that customers can create with ingredients they get to choose.

Toppings, sauce, crust and cheese that taste delicious.

Choices such as gluten free crust, meat, chicken and pepperoni.

The ‘assembly-line’ similarity to Chipotle and Subway

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Sentiment – NicksCommon Themes

REVIEWERS ARE TALKING ABOUT:

Great homemade food, including delicious sandwiches, salads, fried deviled eggs, asparagus, halibut, chicken, ribs and burgers

Friendly service, good lively atmosphere, great cocktails

Amazing place, especially for lunch, but also for dinner with a reservation

20

Sentiment – BruxieCommon Themes

REVIEWERS ARE TALKING ABOUT:The amazing flavor of savory crispy waffle sandwiches – featuring options like fried chicken, burgers, gruyere cheese and smoked salmon

Nutella and banana, as well as strawberry crème brûlèe dessert waffles

Lines that move quickly and are worth waiting on for the amazing flavors inside

21

Sentiment – Tender GreensCommon Themes

REVIEWERS ARE TALKING ABOUT:

Delicious, fresh food, including salads with great dressing, veggies, grilled chicken, mashed potatoes and soup

Healthy food that tastes good, available in a self-service, environmentally-conscious atmosphere for quick meals

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Sentiment – CineBistroCommon Themes

REVIEWERS ARE TALKING ABOUT:

A comfortable and fun way to experience a movie in a theater while enjoying dinner, drinks and full service

Loving having a night out without kids (age 21+ after 6pm) in reserved, comfy seats

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Sentiment – Burger LoungeCommon Themes

Delicious, burgers made from grass-fed beef in combination with a host of tasty organic ingredients

The flavor of the fries, onion rings, salads, turkey burgers and quinoa veggie burgers

Great friendly superior service

REVIEWERS ARE TALKING ABOUT: