Coffee Anyone?
	CONCEPT DEVELOPMENT

The breakfast time segment, or daypart, has recently become an area of interest to restaurants, especially within the fast-food segment. A restaurant client wanted to understand the impact offering coffee might have on their morning daypart. The business issues they looked to address included: Will coffee provide a boost to traffic? Which coffee variants are of most interest to consumers? How important is a drive-thru? What sales volume levels should be expected, based on variables such as advertising spend, coffee variant interest and times of day offered?

To test the concept, The Pert Group had consumers evaluate 14 different coffee variants in a study that assessed current usage, interest and future intent to purchase these variants:

• An Internet-based survey evaluated a variety of different coffee types (iced coffees, hot coffees, different flavors, specialty hot coffees) relative to the consumption habits and future purchase intent associated with each.
• Utilizing the survey data, The Pert Group developed a sales volume simulator that illustrated various "what if" scenarios by changing one or more variables (e.g., coffee variants likely to order, time of day ordered, planned advertising support.). This tool made it very easy to see the probable effect of the interaction of these variables on sales and profit margins.

The client obtained a clear and deep understanding of consumer coffee preferences and drinking habits (both current and future). Additionally, the simulator allowed the client to mitigate a potential investment risk by developing a projectable view of market opportunity.