The Way of Shopper Marketing Classified - Internal use

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

Claire Quinn- Group Director, Category Advisory Services, Shopper Insights

info.shoppermarketing@coca-cola.com

FAST FACTS – Lunch to Go live. shop. drink.

live

shop

Connecting along thePath0to0Purchase

drink

Building brand love

• Lunch is the #1 meal for foodservice take6out with an average of 36X annually per person 1

• The annual number of take home lunches per person (13.4) is trending up with 13% growth vs. 10 yearsago and 56% growth vs. 20 years ago 1

• 51% of lunch opportunities are eaten at home, 34% are eaten away from home and 13% are skipped (2 not reported) 1

• Lunch is the meal most likely to be skipped (13%) 1

• Overall 47% of foodservice Lunch occasions are consumed onHpremise, 30% are carryout, 21% drive thr and 2% delivery 3

• Among Retail Foodservice lunch occasions, 94% are carryout, with the remaining 6% being onHpremise consumption 3

• The foodservice lunch occasion is a huge business, worth over $141 Billion annually, up 2% vs. YAG 2

• QSR is the most common location for the away from home lunch occasion with a 60% share, followed by FSR with a 34% share and Retail with a 6% share 2

• Lunch accounts for 28% of Grocery foodservice occasions, behind dinner at 41% 3

• Lunch accounts for 31% of CHStore foodservice occasions, which is #1 for the channel 3

• The most important location attributes for Foodservice Lunch shoppers are – “Food consistently tastes great” (85%), “Food is served in a timely manner” (82%), “Food preparation is always clean and safe” (82%) and “Is a good value” (78%) 3

• The highest indexing location importance attribute for the Lunch occasion is “Offers combination meal deals” (51%, 111 index vs. all foodservice dining occasions) 3

• 28% of QSR occasions include an Entrée, Side and Beverage while only 13% of Retail Foodservice occasions include all three 3

• When CocaHCola is bundled with Fresh Deli items, including sandwiches and paninis, the average lift for CocaHCola is 2%, but the average partner item lift is 11% 6

• Made to Order Sandwich buyers spent, on average, 2mins, 36sec shopping/ordering and 4min, 42sec waiting. While waiting H 58% just stood around, 18% shopped prepared meals, 16% shopper other areas of the deli section and 8% shopped/interacted with the fountain/tea tower 5

• Beverage incidence is 13% among deli shoppers, but the number rises to 44% when prepared food (deli sandwich, preHmade sandwich, preHmade meal) is purchased 5

• 90% of Grocery Made to Order Sandwich buyers came straight to the deli from outside on their shopping trips, and 90% of them had no cart or hand basket suggesting most are Immediate Consumption trips 5

• Immediate Consumption trips are much less planned: in Grocery, only 19% make a list (47 index to Fill In) and only 9% bring coupons (56 index to Fill In) 7

• Coca6Cola Classic is the #1 Preferred Beverage at lunch with a 13.4% share of all occasions, followed by Diet Coke at 8.2% and Pepsi6Cola at 5.8% share 4

• CocaHCola TM brands are 130% more prevalent at lunch than Pepsi TM brands – 22.5% incidence vs.9.7% incidence 4

• Top incidence beverages among all foodservice lunch visits are: SSD (41%, 135 index to all foodservice visits), Tea (13%, 132 index), Tap water (9%, 113 index) and NonHcarb soft drinks (5%, 124 index) 3

• Top incidence items brought home from foodservice are: NonHburger sandwiches at an allHtime high(34% incidence) followed by SSD (31%), French Fries (28%) & Burgers (26%) 1

Understanding themoments of everyday life

FAST FACTS – Lunch to Go live. shop. drink.Certain sources used to create this document have data sharing and usage restrictions. Sources with usage restrictions are noted below next to the source. If you have any questions on usage or sharing guidelines, please contact the Shopper Insights Manager for your customer or channel.

Sources:

1. “Eating Patterns in America” H The NPD Group; 2011 Third parties must sign nonHdisclosure agreement with NPD. Excerpts of data may be presented to customers but may not be emailed or provided in paper or electronic copy unless the customer is a subscriber to Eating Patterns in America.

2. The NPD Group’s CREST® service; Aug 2012 Third parties must sign nonHdisclosure agreement with NPD. Excerpts of data may be presented to customers but may not be emailed or provided in paper or electronic copyunless the customer is a subscriber to CREST®.

3. CocaHCola DINE® Study, 2010 CCNA associates, CCR associates and independent bottlers can access this data and share it with customers as long as no competitive data for that customer is shown. Third parties must signappropriate agreement not to use this data outside of CocaHCola work

4. CocaHCola Consumer Beverage Landscape, 2011 Third parties must sign appropriate agreement not to use this data outside of CocaHCola work.

5. VideoMining Custom Research, Grocery Deli Section, 20116. Volume Source: Perishables Group Fresh Facts® powered by Nielsen, Execution Source: Retail Execution

Advisement H Nielsen Audit – US Grocery Q1 107. CocaHCola Landmark Study, 2011 Third parties must obtain approval from CCNA K&I to use this data

For slides related to this and other “meals” related topic, please visit the National Shopper Insights TeamSpace – Focus Area 6 Meals.