Consumers' Choice in Chains: Treats
Consumers choose Jamba Juice, Haagen Dazs and Cold Stone Creamery as their favorite treat chains.
-- Restaurants and Institutions, 9/1/2009
 |
Return to Consumers' Choice in Chains 2009: Introduction
CONSUMERS' FAVORITE TREAT CHAINS
|
Platinum |
Gold |
Silver |
|
|
Jamba Juice |
Häagen-Dazs Shops |
Cold Stone Creamery |
|
| OVERALL SCORE |
69.8 |
68.6 |
67.0 |
| ABOUT THE CHAIN | Headquarters: Emeryville, Calif. CEO: James D. White Units: 735 R&I Top 400 Chains rank: 102 Respondents who... Are aware of the chain: 32% Visited in past 12 months: 6% Plan to return: 89% |
Headquarters: Minneapolis President: Dawn Uremovich Units: 260 R&I Top 400 Chains rank: 254 Respondents who... Are aware of the chain: 53% Visited in past 12 months: 4% Plan to return: 76% |
Headquarters: Scottsdale, Ariz. CEO: Kevin Blackwell Units: 1,450 R&I Top 400 Chains rank: 78 Respondents who... Are aware of the chain: 58% Visited in past 12 months: 15% Plan to return: 86% |
| WHY IT WON | Consumer cachet: Jamba Juice used the momentum from its January introduction of steel-cut oatmeal, which proved a hit with customers, to help build interest in a new food platform launched in California stores in June. On the menu: four varieties of flatbreads, plus grab-and-go wraps, sandwiches and salads, including vegetarian and vegan options. | Consumer cachet: Häagen-Dazs has won praise for its Help the Honey Bees campaign, which seeks to educate consumers about Colony Collapse Disorder and the importance of honey bees and pollination to the global food supply. A social-networking component that debuted in August encourages people to plant more flowers as a food source for bees. | Consumer cachet: In April, Cold Stone introduced a line of iced and blended coffee beverages; each drink is made with either a proprietary ice-cream mix or skim milk. Two months later, the chain debuted a for-summer-only selection of four ice creams that don't melt—when left to sit at room temperature, they turn into pudding. |
CONSUMERS CHOICE IN CHAINS: TREAT CHAIN RANKINGS
| Overall Score | Atmos-phere | Cleanli-ness | Conven-ience | Food Quality | Reputa-tion | Menu Variety | Service | Value | |
| 1. Jamba Juice | 69.8 | 61% | 72% | 64% | 82% | 77% | 69% | 75% | 54% |
| 2. Häagen-Dazs Shops | 68.6 | 63 | 69 | 62 | 84 | 81 | 69 | 66 | 53 |
| 3. Cold Stone Creamery | 67.0 | 64 | 74 | 55 | 84 | 80 | 71 | 70 | 41 |
| 4. Ben & Jerry's | 61.5 | 55 | 62 | 48 | 77 | 77 | 68 | 63 | 43 |
| 5. Baskin-Robbins | 59.2 | 44 | 55 | 57 | 71 | 71 | 62 | 58 | 49 |
| 6. Dairy Queen | 48.5 | 31 | 39 | 52 | 56 | 57 | 50 | 47 | 47 |
| 7. Orange Julius | 43.8 | 27 | 37 | 43 | 60 | 51 | 34 | 43 | 38 |
| Note: Overall Score is an index; percentages for each attribute represent respondents who rated the chain a 4 or 5 on a scale of a low of 1 to 5. | |||||||||
WHAT CONSUMERS WANT FROM TREAT CHAINS
Consumers were asked how they rate—on a scale of 1 (not very important) to 5 (very important)—the importance of eight attributes in choosing a treats chain. The chart below shows how patrons' opinions have changed in the past year.
| Attribute | 2009 | 2008 |
| 1. Food Quality | 4.39 | 4.39 |
| 2. Cleanliness | 4.23 | 4.25 |
| 3. Value | 4.19 | 4.14 |
| 4. Service | 4.05 | 4.05 |
| 5. Menu Variety | 3.97 | 3.89 |
| 6. Convenience | 3.94 | 3.93 |
| 7. Reputation | 3.88 | 3.86 |
| 8. Atmosphere | 3.63 | 3.53 |
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