“Live”, “Shop”, and “Drink” Components for Lunch-To-Go

1. “Live”, “Shop”, and “Drink” Components for Lunch-To-Go Claire Quinn- Group Director, Category Advisory Services, Shopper Insights info.shoppermarketing@coca-cola.com

2. FAST FACTS– Lunch to Go live. shop. drink. • Lunchisthe#1mealfor foodservicetake6outwith an average of 36Xannually per person1 • • The annualnumberof take homelunchesperperson(13.4) istrendingupwith13%growthvs. 10years • agoand56%growthvs.20years ago1 • 51%oflunchopportunities areeatenat home,34% areeatenaway fromhome and13%areskipped(2not reported)1 • Lunchisthemealmost likely tobeskipped(13%)1 • Overall 47%offoodserviceLunchoccasionsareconsumedonHpremise, 30% arecarryout,21%drivethr and2% delivery3 • AmongRetailFoodservicelunchoccasions, 94%arecarryout,with the remaining6%beingonHpremiseconsumption3 live Understandingthe moments ofeveryday life • Thefoodservice lunchoccasionisahuge business,worthover $141Billion annually,up2%vs. YAG2 • QSR isthemost commonlocationforthe away fromhomelunchoccasionwith a60%share,followedby FSRwith a34%share andRetailwitha 6%share2 • Lunchaccountsfor28%ofGrocery foodserviceoccasions,behinddinner at41%3 • Lunchaccountsfor31%ofCHStorefoodserviceoccasions,whichis #1forthechannel3 • Themost importantlocationattributesforFoodserviceLunchshoppersare–“Foodconsistently tastesgreat”(85%),“Foodisservedin atimely manner”(82%),“Foodpreparationisalways cleanandsafe”(82%) and“Isagoodvalue”(78%)3 • Thehighestindexinglocationimportance attributefortheLunchoccasionis“Offerscombinationmeal deals”(51%, 111indexvs. allfoodservicediningoccasions)3 • 28%ofQSRoccasions include anEntrée,Side andBeveragewhileonly 13%ofRetailFoodserviceoccasionsinclude allthree3 • WhenCocaHColais bundledwith FreshDeli items,includingsandwichesandpaninis,the averagelift for CocaHColais 2%,but the averagepartner itemlift is 11%6 • MadetoOrderSandwichbuyersspent,onaverage,2mins,36secshopping/ordering and4min,42secwaiting. WhilewaitingH58%just stoodaround,18%shoppedpreparedmeals, 16%shopperother areasof thedelisectionand8%shopped/interactedwith the fountain/teatower5 • Beverage incidence is13% amongdelishoppers,butthenumberrisesto44%whenpreparedfood(deli sandwich,preHmadesandwich,preHmademeal)is purchased5 • 90%ofGrocery MadetoOrderSandwichbuyerscamestraight tothedelifromoutsideontheir shoppingtrips,and90%of themhadnocart orhandbasketsuggestingmost areImmediate Consumption trips5 • ImmediateConsumptiontrips are muchless planned: inGrocery,only19%makea list (47indextoFill In)andonly9%bringcoupons(56indextoFillIn)7 shop Connectingalongthe Path0to0Purchase • Coca6ColaClassicisthe #1PreferredBeverageatlunch witha 13.4% shareofalloccasions,followedbyDiet Cokeat8.2% andPepsi6Colaat5.8% share4 • CocaHColaTM brandsare130%moreprevalent atlunch thanPepsiTM brands –22.5% incidencevs. • 9.7% incidence4 • Topincidencebeverages amongallfoodservicelunchvisitsare: SSD(41%,135indextoall foodservicevisits),Tea(13%, 132index),Tap water (9%,113index) andNonHcarbsoftdrinks(5%,124index)3 • Topincidenceitemsbroughthomefromfoodserviceare: NonHburgersandwichesat anallHtimehigh drink 1 Buildingbrandlove (34% incidence)followedby SSD(31%),French Fries(28%)&Burgers(26%)

3. FAST FACTS– Lunch to Go live. shop. drink. Certainsourcesusedtocreatethisdocumenthave datasharing and usagerestrictions. Sourceswith usagerestrictionsare noted belownext tothesource. Ifyou have anyquestions onusage or sharingguidelines,pleasecontact theShopperInsightsManagerforyour customeror channel. Sources: “Eating Patternsin America”HThe NPD Group;2011Third partiesmustsign nonHdisclosureagreementwith NPD. Excerptsofdatamaybe presentedtocustomersbutmay notbe emailed orprovidedin paperorelectroniccopy unless thecustomerisasubscriber toEatingPatternsin America. The NPD Group’sCREST®service;Aug2012 Third partiesmustsign nonHdisclosureagreementwith NPD. Excerptsofdatamay be presentedtocustomersbutmay notbeemailed orprovidedin paperor electronic copy unless thecustomerisasubscriber to CREST®. CocaHCola DINE®Study,2010CCNAassociates,CCRassociates andindependentbottlers canaccess thisdata andshareitwithcustomers aslongasnocompetitive datafor thatcustomerisshown. Third partiesmustsign appropriateagreementnot to usethisdata outside ofCocaHCola work CocaHCola ConsumerBeverageLandscape,2011 Third partiesmustsignappropriateagreementnot to usethisdata outside ofCocaHCola work. VideoMiningCustom Research,Grocery DeliSection,2011 VolumeSource:PerishablesGroupFreshFacts®powered by Nielsen,Execution Source:RetailExecutionAdvisementHNielsen Audit–USGrocery Q110 CocaHColaLandmarkStudy,2011Third partiesmustobtainapprovalfromCCNA K&Ito usethisdata Forslides relatedtothisand other“meals” relatedtopic,pleasevisit theNational ShopperInsights TeamSpace–FocusArea6Meals.