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

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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
January	January Down 20% or more	January Down 15-19%	January Down 10-14%	January Down 5-9%	January Down 1-4%	January Flat	January Up 1-4%	January Up 5-9%	January Up 10-14%	January Up 15-19%	January Up 20% or more
February	February Down 20% or more	February Down 15-19%	February Down 10-14%	February Down 5-9%	February Down 1-4%	February Flat	February Up 1-4%	February Up 5-9%	February Up 10-14%	February Up 15-19%	February Up 20% or more
March	March Down 20% or more	March Down 15-19%	March Down 10-14%	March Down 5-9%	March Down 1-4%	March Flat	March Up 1-4%	March Up 5-9%	March Up 10-14%	March Up 15-19%	March 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
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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* 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 describes your expectations for overall sales for the next three months (April, May, June) 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. Please indicate which of the following best describes your expectations for overall sales for 2011 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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* 7. Have you revised your sales forecasts during the last three months?

No

Up

Down

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* 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):

1

2

3

4

5

6

7

8

9

10

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* 9. What type of coffee operators seem to be winning customers right now (independents, coffeehouse chains, fast food operators, others)? Why?