What’s Hot – Emerging Concepts Research

1. What’s Hot – Emerging Concepts Research

2. Emerging Brands

3. “I lost all my vegan powers at Burger Lounge... It was worth it.” “Freebird blows the doors off of Chipotle.” “Yes, I'm lovin' LYFE…” “Can it get any better? Is this really fast food?” “Is Hopdoddy’s heaven? Only one difference, the lines are shorter at the Pearly Gates.” “What's Piada? It's like...an Italian Chipotle….” Cinebistro – ALL HAIL THE GREATEST INVENTION EVER!!! “A custom designed pizza for $7.50. What more can you ask for?” “'PJs = Perfect Java. I love it.  I really do.” “Bikini’s is Hooters without the hype.” “All sandwiches shall hereby be measured against the Mendocino Farms model.” “Awesome combinations of foods sandwiched between fresh golden crisped waffles.” “Everything ever said about Original Soupman is true…and it is worth every dollar to wait in line down the block for his soup.”

4. 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

5. 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

6. 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 4SQR Check-ins by Location

7. Foursquare Total Check-ins per Location Emerging vs. Established Brands • Emerging Burger, American, and Fresh brands are outperforming established brands

8. 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

9. Foursquare Repeat Check-insEmerging vs. Established Brands • All emerging categories outperform established brands except for Burger, Fresh and Other categories

10. 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

11. 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 Avg. review stars 1.0 5.0 3.76 3.72 4.04 4.38 4.14 3.69 4.45 4.04 3.80 4.35

12. Yelp Star Ratings Emerging vs. Established Brands • Emerging brands consistently score higher than established brands • On average, scores are about half a point higher

13. Yelp Influential Reviewers • Café brands like SpecialtyCafé, 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 Lazy Dog Bruxie

14. Sentiment – Project PieCommon Themes REVIEWERS ARE TALKING ABOUT: Thin crust which can also be ordered glutenfree or with garlicbutter at no extra charge Building custom pizzas with delicious, freshtoppings and ingredients Personalfoodthat is ready in minutes for a price ($12) that most find very reasonable The ‘assembly-line’ similarity to Chipotle and Subway

15. Sentiment – Hopdoddy Burger BarCommon Themes REVIEWERS ARE TALKING ABOUT: Delicious, juicybeefburgers, fries and milkshakes – especially the PrimetimeBurger and the TruffleFries A line that is ‘out the door’, but greatfood, beers and service that are worth the wait A comfortable, relaxing atmosphere that make Hopdoddy a favorite in Austin and Dallas

16. 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, amazinglunch Greatfood and the friendly, awesomestaff make the lineworthwhile

17. 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

18. Sentiment – PieOlogyCommon Themes REVIEWERS ARE TALKING ABOUT: Awesomecustom pizza that customers can create with ingredients they get to choose. Toppings, sauce, crust and cheese that tastedelicious. Choices such as glutenfreecrust, meat, chicken and pepperoni. The ‘assembly-line’ similarity to Chipotle and Subway

19. Sentiment – NicksCommon Themes REVIEWERS ARE TALKING ABOUT: Greathomemadefood, including delicioussandwiches, salads, frieddeviledeggs, 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 smokedsalmon Nutella and banana, as well as strawberry crème brûlèe dessert waffles Lines that move quickly and are worth waiting on for the amazingflavors inside

21. Sentiment – Tender GreensCommon Themes REVIEWERS ARE TALKING ABOUT: Delicious, freshfood, including salads with greatdressing, veggies, grilledchicken, mashedpotatoes and soup Healthyfood that tastesgood, available in a self-service, environmentally-conscious atmosphere for quickmeals

22. Sentiment – CineBistroCommon Themes A comfortableand fun way to experience a movie in a theater while enjoying dinner, drinks and full service REVIEWERS ARE TALKING ABOUT: Loving having a night out without kids (age 21+ after 6pm) in reserved, comfy seats

23. Sentiment – Burger LoungeCommon Themes Delicious, burgers made from grass-fed beef in combination with a host of tasty organic ingredients REVIEWERS ARE TALKING ABOUT: The flavor of the fries, onion rings, salads, turkey burgers and quinoa veggie burgers Great friendly superior service