Specialty Coffee Association of America - Industry Update (1Q11)

1. Please indicate which of the following best describe your year-over-year sales trends for the following months:
Down 20% or moreDown 15-19%Down 10-14%Down 5-9%Down 1-4%FlatUp 1-4%Up 5-9%Up 10-14%Up 15-19%Up 20% or more
January
February
March
2. Please indicate which of the following best describe how your sales performed compared to your expectations:
Much WorseWorseSameBetterMuch Better
January
February
March
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 moreDown 15-19%Down 10-14%Down 5-9%Down 1-4%FlatUp 1-4%Up 5-9%Up 10-14%Up 15-19%Up 20% or more
Traffic
Ticket
4. What are the top 2-3 factors that are causing the sales improvements/declines you experienced over the last 3 months?
5. Please indicate which of the following best describes your expectations for overall sales for the next three months (April, May, June) on a year-over-year basis:
6. Please indicate which of the following best describes your expectations for overall sales for 2011 on a year-over-year basis.
7. Have you revised your sales forecasts during the last three months?
8. 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):
9. What type of coffee operators seem to be winning customers right now (independents, coffeehouse chains, fast food operators, others)? Why?
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