What’s Hot – Emerging Concepts Research
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Emerging Brands
AMERICAN BURGER PIZZA CAFÉ
Boneheads Built Custom Burgers 800 Degrees Bruxie
Chophouse Burger 21 Anthony’s Coal Fired Pizza First Watch
CineBistro Burger Lounge Blaze Pizza Lazy DogCooper's Hawk Hopdoddy Burger Bar Piada Newks
Eat Here Shake Shack PieOlogy PJs CoffeeFirebirds Wood Fired
Grill Shula Burger Pizza Rev Specialty’s
Ocean Prime Twisted Root Project Pie FRESHStudio Movie Grill Umami ZPizza Chop't
BAR & GRILL MEXICAN OTHER LemonadeBikinis Americas Taco Shop Ezell Famous Chicken LYFE Kitchen
Marlows Tavern Chuys Mama Fu Mad Greens
The Greene Turtle Freebirds World Burritos Old Carolina Barbecue Mendocino Farms
Twin Peaks Mi Cocina Tex-Mex PDQ Chicken Original SoupmanWorld of Beer Snappy Salads
Tender Greens
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“I lost all my vegan powers at Burger Lounge... It was worth it.”
“Is Hopdoddy’s heaven? Only one difference, the lines are shorter at the Pearly Gates.”
“What's Piada? It's like...an Italian Chipotle….”
“A custom designed pizza for $7.50. What more can you ask for?”
“Yes, I'm lovin' LYFE…”
“All sandwiches shall hereby be measured against the Mendocino Farms model.”
“Awesome combinations of foods sandwiched between fresh golden crisped waffles.”
“'PJs = Perfect Java. I love it. I really do.”
“Everything ever said about Original Soupman is true…and it is worth every dollar to wait in line down the block for his soup.”
“Can it get any better? Is this really fast food?”
“Freebird blows the doors off of Chipotle.”
Cinebistro – ALL HAIL THE GREATEST INVENTION EVER!!!
“Bikini’s is Hooters without the hype.”
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Emerging Brand Customer Sentiment
Customers: Are evangelistic about emerging brands – they use social media heavily
because they want to spread the word about their ‘discovery’ Have researched emerging brands in advance and have high expectations
upon initial visit Compare the emerging brands to established ones, both within and outside
of the segment (i.e., comparisons of pizza to Chipotle) Perceive the food as better, fresher than established brands Perceive themselves as trailblazers/early adopters/trendsetters Consider long lines part of the experience and mystique of certain emerging
brands Seem to enjoy the bragging rights garnered from waiting in line and feel that
the food quality justifies the wait. People are more likely drawn in rather than dissuaded by lines out the door
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Foursquare Check-ins
Mexican brands are concentrated in Texas, Alabama, Tennessee, Kentucky and Northern CA In the Northeast, Burgers and Fresh concepts lead, followed by Pizza Southern CA leaders include, Café concepts and Fresh brands American and Bar & Grill brands are more prevalent in the Midwest and Southeast, as well as Colorado and Arizona
Business Check-ins0
20,00040,00060,00071,045
Brand CategoryOther BrandsBar & Grill Bran..Cafe BrandsMexican BrandsPizza BrandsAmerican BrandsFresh BrandsBurger Brands
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Foursquare Total Check-ins per LocationTop Ten
With a large following and cult status, Shake Shack dominates check-ins
4 Fresh concepts are in the top 10
UmamiLYFE Kitchen
ChophouseLazy Dog
Mendocino FarmsChop't
Tender GreensStudio Movie Grill
800 DegreesShake Shack
02,000
4,0006,000
8,000
10,000
12,000
14,000
3,939
4,275
4,485
4,625
5,520
5,624
6,184
6,447
7,601
12,278
4SQR Check-ins by Location
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Foursquare Total Check-ins per Location Emerging vs. Established Brands
Emerging Burger, American, and Fresh brands are outperforming established brands
Emerging OtherEstablished OtherEmerging Burger
Established BurgerEmerging Pizza
Established PizzaEmerging American
Established AmericanEmerging Mexican
Established MexicanEmerging Bar & Grill
Established Bar & GrillEmerging Café
Established CaféEmerging Fresh
Established Fresh
0 1,000 2,000 3,000 4,000 5,000
914
985
4,967
1,469
735
1,606
2,880
1,755
1,972
2,214
2,025
4,438
1,358
2,012
3,349
2,176
Checkins by Location
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Foursquare Repeat Check-insEmerging Brands – Individually and by Segment
Repeat check-ins give a sense of customer frequency and level of customer engagement with the brand
Café and Fresh concepts dominate the top 10 list
Fresh and Café segments have the most repeat visitors
Studio Movie GrillWorld of Beer
Twin PeaksSnappy Salads
NewksAmericas Taco Shop
Mendocino FarmsChop't
PJs CoffeeSpecialty's
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.52.372.392.422.472.472.50
3.043.11
3.203.42
Repeat Checkins
Burger Brands
Pizza Brands
American Brands
Other Brands
Mexican Brands
Bar & Grill Brands
Café Brands
Fresh Brands
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5
1.70
1.94
2.14
2.20
2.22
2.32
2.46
2.62
Repeat Checkins
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Foursquare Repeat Check-insEmerging vs. Established Brands
All emerging categories outperform established brands except for Burger, Fresh and Other categories
Emerging BurgerEstablished Burger
Emerging PizzaEstablished Pizza
Emerging AmericanEstablished American
Emerging MexicanEstablished MexicanEmerging Bar & Grill
Established Bar & GrillEmerging Other
Established OtherEmerging Café
Established CaféEmerging Fresh
Established Fresh
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5
1.70
1.87
1.94
1.67
2.14
1.99
2.22
1.85
2.32
2.17
2.20
2.42
2.46
2.19
2.62
3.06
Repeat Checkins
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Yelp Star RatingsTop 10 Brands by Star Rating
Overall, emerging brands score well above the average 3 stars
Project Pie tops the charts at 4.45 stars
Across all categories, Pizza brands top the ranking
Proj
ect P
ie
Hop
dood
y Bu
rger
Bar
Men
doci
no F
arm
s
Pizz
a Re
v
PieO
logy
Nic
ks
Brux
ie
Tend
er G
reen
s
Cine
Bist
ro
Burg
er L
oung
e0.00
1.00
2.00
3.00
4.00
5.00 4.45 4.39 4.38 4.28 4.27 4.2 4.08 4.04 4.04 3.99
Star
Rati
ngs
11
800
Deg
rees
LYFE
Kitc
hen
Brux
ie
Hop
dood
y Bu
rger
Bar
Nic
ks
Um
ami
Proj
ect P
ie
Tend
er G
reen
s
Shak
e Sh
ack
Men
doci
no F
arm
s0
100
200
300
400
Revi
ews
Per
Loca
tion
Yelp Star RatingsAverage Stars and Reviews per Location
800 Degrees has the most reviews per location with rating of 3.76 across the brand
Ratings remain strong even as brands expand, indicating brands are resonating with customers and are executed consistently
Free
bird
s W
orld
Bur
rito
Firs
t Wat
ch
Zpiz
za
New
ks
Chuy
s
Spec
ialty
's
Twin
Pea
ks
PJs
Coffe
e
Anth
ony'
s Co
al F
ired
Piz
za
The
Gre
en T
urtle
0
25
50
75
100 9585 85
52 4742 42 41 38
30
Loca
tion
Coun
t
Avg. review stars
1.0 5.03.76
3.724.04 4.38
4.14 3.69 4.454.04 3.80 4.35
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Yelp Star Ratings Emerging vs. Established Brands
Emerging brands consistently score higher than established brands
On average, scores are about half a point higher
Emerging OtherEstablished Other
Emerging Bar & GrillEstablished Bar & Grill
Emerging AmericanEstablished American
Emerging MexicanEstablished Mexican
Emerging CaféEstablished CaféEmerging Burger
Established BurgerEmerging Pizza
Established PizzaEmerging Fresh
Established Fresh
1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00
3.58
3.02
3.34
2.83
3.59
2.99
3.45
3.08
3.82
3.32
3.86
3.13
3.91
3.24
3.96
3.53
Avg Star Review
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Lazy Dog
Bruxie
Yelp Influential Reviewers
Café brands like Specialty Café, Bruxie and Lazy Dog have captured the most influential reviewers’ attention
Mexican, Fresh and Burger brands were also well represented among influential reviewers
The total number of Friends and Usefulness of the reviewer are compared to determine the exposure of a given review
The size of the circle indicates how many people found the review helpful
Business Check-ins0
20,00040,00060,00071,045
Brand CategoryOther BrandsBar & Grill Bran..Cafe BrandsMexican BrandsPizza BrandsAmerican BrandsFresh BrandsBurger Brands
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Sentiment – Project PieCommon Themes
REVIEWERS ARE TALKING ABOUT:
Thin crust which can also be ordered gluten free or with garlic butter at no extra charge
Building custom pizzas with delicious, fresh toppings and ingredients
Personal food that is ready in minutes for a price ($12) that most find very reasonable
The ‘assembly-line’ similarity to Chipotle and Subway
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Sentiment – Hopdoddy Burger BarCommon Themes
REVIEWERS ARE TALKING ABOUT:
Delicious, juicy beef burgers, fries and milkshakes – especially the Primetime Burger and the Truffle Fries
A line that is ‘out the door’, but great food, beers and service that are worth the wait
A comfortable, relaxing atmosphere that make Hopdoddy a favorite in Austin and Dallas
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Sentiment – Mendocino FarmsCommon Themes
REVIEWERS ARE TALKING ABOUT:
Yummy sandwiches made with fresh ingredients on a variety of delicious breads, including gluten free
The menu featuring chicken, pork belly, salads and vegan options, especially good for a fresh, amazing lunch
Great food and the friendly, awesome staff make the line worthwhile
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Sentiment – Pizza RevCommon Themes
REVIEWERS ARE TALKING ABOUT:
Great concept, awesome food at a good price, especially considering it is made to order
The combination of unlimited toppings, sturdy crust, cheese and great sauce that make delicious, personal pizza worth waiting in line for
Love for the fresh ingredients, gluten free dough and vegan options
The ‘assembly-line’ similarity to Chipotle and Subway
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Sentiment – PieOlogyCommon Themes
REVIEWERS ARE TALKING ABOUT:
Awesome custom pizza that customers can create with ingredients they get to choose.
Toppings, sauce, crust and cheese that taste delicious.
Choices such as gluten free crust, meat, chicken and pepperoni.
The ‘assembly-line’ similarity to Chipotle and Subway
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Sentiment – NicksCommon Themes
REVIEWERS ARE TALKING ABOUT:
Great homemade food, including delicious sandwiches, salads, fried deviled eggs, asparagus, halibut, chicken, ribs and burgers
Friendly service, good lively atmosphere, great cocktails
Amazing place, especially for lunch, but also for dinner with a reservation
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Sentiment – BruxieCommon Themes
REVIEWERS ARE TALKING ABOUT:The amazing flavor of savory crispy waffle sandwiches – featuring options like fried chicken, burgers, gruyere cheese and smoked salmon
Nutella and banana, as well as strawberry crème brûlèe dessert waffles
Lines that move quickly and are worth waiting on for the amazing flavors inside
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Sentiment – Tender GreensCommon Themes
REVIEWERS ARE TALKING ABOUT:
Delicious, fresh food, including salads with great dressing, veggies, grilled chicken, mashed potatoes and soup
Healthy food that tastes good, available in a self-service, environmentally-conscious atmosphere for quick meals
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Sentiment – CineBistroCommon Themes
REVIEWERS ARE TALKING ABOUT:
A comfortable and fun way to experience a movie in a theater while enjoying dinner, drinks and full service
Loving having a night out without kids (age 21+ after 6pm) in reserved, comfy seats
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Sentiment – Burger LoungeCommon Themes
Delicious, burgers made from grass-fed beef in combination with a host of tasty organic ingredients
The flavor of the fries, onion rings, salads, turkey burgers and quinoa veggie burgers
Great friendly superior service
REVIEWERS ARE TALKING ABOUT: