Specialty Coffee Association of America - Industry Update (3Q10)

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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
July	July Down 20% or more	July Down 15-19%	July Down 10-14%	July Down 5-9%	July Down 1-4%	July Flat	July Up 1-4%	July Up 5-9%	July Up 10-14%	July Up 15-19%	July Up 20% or more
August	August Down 20% or more	August Down 15-19%	August Down 10-14%	August Down 5-9%	August Down 1-4%	August Flat	August Up 1-4%	August Up 5-9%	August Up 10-14%	August Up 15-19%	August Up 20% or more
September	September Down 20% or more	September Down 15-19%	September Down 10-14%	September Down 5-9%	September Down 1-4%	September Flat	September Up 1-4%	September Up 5-9%	September Up 10-14%	September Up 15-19%	September 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
July	July Much Worse	July Worse	July Same	July Better	July Much Better
August	August Much Worse	August Worse	August Same	August Better	August Much Better
September	September Much Worse	September Worse	September Same	September Better	September 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 (October, November, December) 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 describe your expectations for overall sales for next year (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