Specialty Coffee Association of America - Industry Update (1Q12)

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* 1. Please indicate your year-over-year sales trends for the following months (% increase or decrease compared to same period last year):

January

February

March

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* 2. Please indicate how much the opening or closing of locations impacted sales during the last three months:

Hurt by 20% or more

Hurt by 15-19%

Hurt by 10-14%

Hurt by 5-9%

Hurt by 1-4%

No Impact

Helped by 1-4%

Helped by 5-9%

Helped by 10-14%

Helped by 15-19%

Helped by 20% or more

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

	Much Worse	Worse	Same	Better	Much Better
January	January Much Worse	January Worse	January Same	January Better	January Much Better
February	February Much Worse	February Worse	February Same	February Better	February Much Better
March	March Much Worse	March Worse	March Same	March Better	March Much Better

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* 4. Please indicate how traffic and average ticket performed (% increase or decrease compared to same period last year) over the last 3 months:

Traffic

Ticket

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* 5. 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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* 6. Please indicate which of the following best describes your expectations for overall sales for the next three months (January, February, and March) on a year-over-year basis (% increase or decrease):

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* 7. Please indicate which of the following best describes your expectations for overall sales for 2012 on a year-over-year basis (% increase or decrease).

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

Revised Up

Revised Down

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* 9. 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):

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* 1. Please indicate your year-over-year sales trends for the following months (% increase or decrease compared to same period last year):

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* 2. Please indicate how much the opening or closing of locations impacted sales during the last three months:

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

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* 4. Please indicate how traffic and average ticket performed (% increase or decrease compared to same period last year) over the last 3 months:

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* 5. 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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* 6. Please indicate which of the following best describes your expectations for overall sales for the next three months (January, February, and March) on a year-over-year basis (% increase or decrease):

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* 7. Please indicate which of the following best describes your expectations for overall sales for 2012 on a year-over-year basis (% increase or decrease).

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

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* 9. 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):

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* 10. What factors are important in being able to retain customers and generate loyalty?