Who knew French Toast could be so polarizing? To some, it’s a comforting delight, but to others, carbs, calories, and guilt. The difference is in our individual motivations: the underlying reasons why we do things. Motivations drive our decisions not only around what we choose for breakfast, but also about what products we purchase and which brands we engage with. Resonate takes a look at these drivers – and how these motivations translate into more effective marketing strategy and media plans.
3. Seize the day – but which day?
Those who
choose pastries
are ready for the
excitement that
today brings
26%
23%
17%
MORE LIKELY
MORE LIKELY
MORE LIKELY
To Choose
Fun/Exciting
Products
To Choose
Innovative
Products
To Make Impulse
Purchases
Yogurt eaters are
planners – they
are preserving
themselves, and
their world, for
tomorrow
40%
15%
12%
MORE LIKELY
MORE LIKELY
MORE LIKELY
To Buy Organic
Foods
To Value
Longevity/
Health
To Value
Concern for
Future
Generations
Breakfast pastry consumers compared to yogurt consumers
4. Come in for Coffee? Or, Meet me at the Coffee Shop?
Just drink your
coffee at home?
Cost- and
family- oriented
Heavy coffee
shop visitor?
Time-crunched
and statusdriven
31%
29%
25%
MORE LIKELY
MORE LIKELY
MORE LIKELY
To Value Their
Financial
Security
To be Driven by
Taking Care of
Their Family
To Choose CostEffective
Products
75%
57%
40%
MORE LIKELY
MORE LIKELY
MORE LIKELY
To Choose
Unique Products
To Value
Personal
Accomplishment
To Choose TimeSaving Products
Frequent coffee shop visitors compared to at-home-only drinkers
5. Where you get your fix depends on what you
want in a coffee shop
Cost-effective
49%
54%
High Quality
59%
45%
Time-saving
16%
25%
Unique
18%
23%
Frequent Starbucks Visitors
Frequent Dunkin’ Visitors
6. Caribou Coffee Customers vs Competitive Set
Competitive Set
Starbucks
Dunkin Donuts
Coffee Bean & Tea Leaf
Tim Horton’s
N=5,870
Q4 2013
7.
8. Coffee’s not for you? What about a juice bar?
22%
10%
LESS LIKELY
LESS LIKELY
LESS LIKELY
To Value
Happiness
To Choose
To Choose
Products that
Enjoyable
are Rewarding or Products
a Special Treat
35%
21%
18%
MORE LIKELY
Compared to frequent
coffee shop visitors
17%
MORE LIKELY
MORE LIKELY
To Choose Safe
Products
To Choose
SustainablyProduced
Products
To Value
Concern for
Future
Generations
9. One Platform, One Audience
3. Target
1. Define
2. Discover
4. Optimize