Specialty Coffee Association of America - Industry Update (2Q10)

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* 1. Please indicate which of the following best describe your year-over-year sales trends for the following months:

	Down 20% or more	Down 15-19%	Down 10-14%	Down 5-9%	Down 1-4%	Flat	Up 1-4%	Up 5-9%	Up 10-14%	Up 15-19%	Up 20% or more
April	April Down 20% or more	April Down 15-19%	April Down 10-14%	April Down 5-9%	April Down 1-4%	April Flat	April Up 1-4%	April Up 5-9%	April Up 10-14%	April Up 15-19%	April Up 20% or more
May	May Down 20% or more	May Down 15-19%	May Down 10-14%	May Down 5-9%	May Down 1-4%	May Flat	May Up 1-4%	May Up 5-9%	May Up 10-14%	May Up 15-19%	May Up 20% or more
June	June Down 20% or more	June Down 15-19%	June Down 10-14%	June Down 5-9%	June Down 1-4%	June Flat	June Up 1-4%	June Up 5-9%	June Up 10-14%	June Up 15-19%	June Up 20% or more

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* 2. Please indicate which of the following best describe how your sales performed compared to your expectations:

	Much Worse	Worse	Same	Better	Much Better
April	April Much Worse	April Worse	April Same	April Better	April Much Better
May	May Much Worse	May Worse	May Same	May Better	May Much Better
June	June Much Worse	June Worse	June Same	June Better	June Much Better

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* 3. Please indicate which of the following best describe how traffic and average ticket performed (on a year-over-year basis) over the last 3 months:

	Down 20% or more	Down 15-19%	Down 10-14%	Down 5-9%	Down 1-4%	Flat	Up 1-4%	Up 5-9%	Up 10-14%	Up 15-19%	Up 20% or more
Traffic	Traffic Down 20% or more	Traffic Down 15-19%	Traffic Down 10-14%	Traffic Down 5-9%	Traffic Down 1-4%	Traffic Flat	Traffic Up 1-4%	Traffic Up 5-9%	Traffic Up 10-14%	Traffic Up 15-19%	Traffic Up 20% or more
Ticket	Ticket Down 20% or more	Ticket Down 15-19%	Ticket Down 10-14%	Ticket Down 5-9%	Ticket Down 1-4%	Ticket Flat	Ticket Up 1-4%	Ticket Up 5-9%	Ticket Up 10-14%	Ticket Up 15-19%	Ticket Up 20% or more

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* 4. What are the top 2-3 factors that are causing the sales improvements/declines you experienced over the last 3 months?

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* 5. Please indicate which of the following best describe your expectations for overall sales for the next three months (July, August, September) on a year-over-year basis:

Down 20%+

Down 15-19%

Down 10-14%

Down 5-9%

Down 1-4%

Flat

Up 1-4%

Up 5-9%

Up 10-14%

Up 15-19%

Up 20%+

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* 6. Have you revised your sales forecasts during the last three months?

No

Up

Down

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* 7. On a scale of 1-10, how would you rank the competitive landscape for specialty coffee over the last 3 months (1= not competitive, 10 = very competitive):

1

2

3

4

5

6

7

8

9

10