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Home , Atlanta Bread Company, Back Yard Burgers, Baja Fresh, Biggby Coffee, Blimpie, Bojangles (restaurant)

QSR and Fast Casual Competition

Benchmark / July 2017

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How To Use This Report 3 “National” Benchmarks

Executive Summary (Premium) #

Share of Visits Score 4

Loyalty Score 6 Brand Draw Score 8 Personalized Analysis (Premium) # “DMA” Benchmarks (Premium) Los Angeles # -Ft. Worth # # # “Per-meal” Benchmarks (Premium) # Lunch # Dinner # Late-night # Appendix

The Sense360 Methodology 12

Competitive Set 13

2 How To Use This Report

Sense360 is an insights frm with a panel of over 2 million anonymous consumers and data on more than 150 million consumer trips per month. By understanding the visits and journeys of millions of people in the real-world, we are able to provide and retailers with detailed competitive and consumer insights.

Below is a description of the performance metrics measured in this report:

Share of Visits Score - This score is a direct measurement of the percentage of all QSR Visits garnered by the speci- fed brand.

Loyalty Score - This score measures customers’ commit- ment to a brand vs. the QSR category. In other words, if a customer visits QSR Brand [x], what percentage of that customer’s visits does Brand [x] account for vs. the rest of the QSR category.

Brand Draw Score - This score is essentially a localized Share of Visits that helps you understand what percentage of QSR visits within 0.5 miles of a brand’s locations were to that specifc brand. This helps you understand the ability of a brand to draw customers who are within close proximity of one of its locations.

Our data goes way beyond this benchmark. Schedule a demo.

[email protected] 3 3 National Share of Visits Score Measures the percentage of total Visits per brand across the USA during July 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/ Visit Share Trending Rank Brand/ Visit Share Trending 1 McDonald's 16 18.3% = 1.2% = 2 17 10.7% = 1.1% = Steak 'n 3 18 Shake 7.7% = 1.0% + Panda 4 Bell 19 Express 5.1% = 0.9% - 5 Wendy's 20 Culver's 4.9% = 0.9% + 6 21 Jersey Mike's 4.3% + 0.9% - 7 Chick-fil-A Zaxby's 4.3% - 22 0.9% = Sonic Firehouse 8 Drive-In 23 Subs 3.4% = 0.8% = Dunkin' 9 Donuts 24 3.2% = 0.8% = 10 Arby's 25 ' 2.5% = 0.8% = KFC 26 In-N-Out 11 2.5% = 0.7% + 12 27 Jimmy John's 2.4% = 0.7% - Carl's Jr. / 13 Hardee's 28 2.0% = 0.7% - 29 14 1.8% = 0.6% = 15 Chipotle 30 Einstein Bros 1.3% = 0.6% =

Visit Share measures the percentage of all QSR Visits garnered by the specifed brand.

Trending measures a brand against the prior month. In order to measure trends, we must have observed 5k+ visits for that brand for both months. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo.

[email protected] 4 4 National Share of Visits Score Measures the percentage of total Visits per brand across the USA during July 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/ Visit Share Trending Rank Brand/ Visit Share Trending Braum's 31 46 Ice Cream 0.5% = 0.3% - Checkers / 32 Rally's 47 White Castle 0.5% = 0.3% + Raising 33 48 Cane's 0.5% = 0.3% - 34 49 Schlotzsky's 0.4% = 0.2% = Long John 35 Silver's 50 0.4% = 0.2% = Bruegger's 36 51 Bagels 0.4% + 0.2% = 37 52 0.4% - 0.2% = 38 Captain D's 53 TCBY 0.4% = 0.2% + Moe's 39 Southwest 54 0.3% = 0.2% + Church's 40 Chicken 55 Taco John's 0.3% = 0.2% - Market 56 A&W 41 0.3% = 0.2% + 42 57 Noodles & Co. 0.3% + 0.2% - Tropical 43 Smoothie Cafe 58 Jason's Deli 0.3% - 0.2% = The 44 59 Bean 0.3% + 0.2% = 45 - 60 WingStreet + 0.3% 0.2%

Visit Share measures the percentage of all QSR Visits garnered by the specifed brand.

Trending measures a brand against the prior month. In order to measure trends, we must have observed 5k+ visits for that brand for both months. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo.

[email protected] 5 5 National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during July 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Loyalty Trending Rank Brand/Loyalty Trending 1 McDonald's 16 Burger King 36.0% = 24.2% + 2 Starbucks 17 Panera Bread 34.0% = 24.1% + Dunkin' 3 Donuts 18 Einstein Bros 32.2% = 24.1% - 4 Tim Hortons 19 Wendy's 30.5% = 24.1% + 5 Subway 20 28.0% = 24.1% + Sonic Moe's 6 Drive-In 21 Southwest 26.6% = 23.7% + The Coffee 7 Chick-fil-A Bean 26.5% = 22 23.6% - Bruegger's 8 Bagels 23 TCBY 26.2% = 23.5% + 9 Culver's 24 Smoothie King 25.8% = 23.5% + Whataburger 25 Jamba Juice 10 25.5% + 23.5% - TacoTime 26 Chipotle 11 24.9% + 23.4% + Tropical Jack in Smoothie Cafe 27 the Box 12 24.6% + 23.3% - Blimpie 28 A&W 13 24.5% - 23.1% + Taco John's 29 14 24.4% = 23.0% - Dairy Queen 30 Bojangles' 15 24.4% + 23.0% +

Loyalty measures the percentage of all QSR Visits garnered by the specifed brand but limited to only those custom- ers who visited the specifed brand at least once. Trending measures a brand against the prior promo period. In order to measure trends, we must have observed 5k+ visits for that brand for both periods. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo.

[email protected] 6 6 National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during July 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Loyalty Trending Rank Brand/Loyalty Trending 31 Qdoba 46 Del Taco 23.0% + 21.7% + Firehouse 32 Potbelly 47 Subs 22.9% + 21.7% = Steak 'n 33 Quiznos 48 Shake 22.9% + 21.5% = 34 Jersey Mike's 49 White Castle 22.9% - 21.2% + 35 Noodles & Co. 50 WingStreet 22.8% + 21.2% = Carl's Jr. / 36 Hardee's 51 Pei Wei 22.5% = 21.1% + 37 In-N-Out 52 El Pollo Loco 22.4% + 21.1% + 38 Five Guys 53 Zaxby's 22.3% + 21.0% = Braum's McAlister's 39 Ice Cream 54 Deli 22.3% + 20.9% + 40 Jimmy John's 55 Taco Cabana 22.2% + 20.7% + Checkers / 41 Arby's 56 Rally's 21.9% + 20.7% = Boston 42 Market 57 Popeyes 21.9% + 20.6% = 43 Togo's 58 Which Wich 21.8% - 20.6% = 44 KFC + 59 Wingstop + 21.8% 20.5% Panda 45 Jason's Deli - 60 Express + 21.7% 20.4%

Loyalty measures the percentage of all QSR Visits garnered by the specifed brand but limited to only those custom- ers who visited the specifed brand at least once. Trending measures a brand against the prior promo period. In order to measure trends, we must have observed 5k+ visits for that brand for both periods. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo.

[email protected] 7 7 National Brand Draw Measures the percentage of total QSR Visits within 0.5 mile of a brand’s locations that were to that brand. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Draw Trending Rank Brand/Draw Trending Carl's Jr. / 1 McDonald's 16 Hardee's 32.6% = 16.7% + Jack in 2 In-N-Out 17 the Box 30.5% = 16.6% + 3 Culver's 18 Zaxby's 28.6% = 16.5% = 4 Starbucks 19 Taco John's 27.4% = 16.5% - 5 Chick-fil-A 20 Taco Bell 27.1% = 16.1% + 6 Whataburger 21 Wendy's 24.4% = 16.1% + Sonic Tropical 7 Drive-In 22 Smoothie Cafe 23.4% = 15.8% - 8 Bojangles' 23 Del Taco 20.5% = 15.3% + Braum's 9 Ice Cream 24 Subway 20.5% + 15.1% - Bruegger's Dairy Queen 25 Bagels 10 20.3% - 15.0% + Steak 'n Shake 26 TCBY 11 19.8% + 14.5% + Dunkin' Donuts 27 TacoTime 12 19.6% + 14.5% - Tim Hortons 28 Jamba Juice 13 19.6% - 14.5% + The Coffee Church's Bean 29 Chicken 14 18.5% = 14.1% - A&W 30 Burger King 15 17.4% + 14.0% +

Draw measures the percentage of all QSR Visits garnered by the specifed brand when limiting the addressable market to those Visits within 0.5 miles of all the specifed brand’s locations. Trending measures a brand against the prior month. In order to measure trends, we must have observed 5k+ visits for that brand for both months. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo.

[email protected] 8 8 National Brand Draw Measures the percentage of total QSR Visits within 0.5 mile of a brand’s locations that were to that brand. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Draw Trending Rank Brand/Draw Trending Firehouse 31 Einstein Bros 46 Subs 14.0% - 12.0% - Raising 32 Cane's 47 Captain D's 13.8% = 11.9% = Chicken 33 Express 48 KFC 13.7% - 11.8% + Wiener- 34 Blimpie 49 schnitzel 13.7% + 11.4% + Checkers / 35 Rally's 50 Schlotzsky's 13.1% - 10.6% + McAlister's 36 Taco Cabana 51 Deli 13.1% + 10.6% = Boston 37 Popeyes 52 Market 13.1% - 10.1% + 38 White Castle 53 Chipotle 13.0% + 10.1% + 39 El Pollo Loco 54 Baja Fresh 12.9% + 10.1% + 40 Arby's 55 Panera Bread 12.9% - 10.0% + Long John Krispy Kreme 56 Silver's 41 12.9% + 9.9% + 42 Smoothie King 57 12.7% - 9.9% - 43 Krystal 58 Jason's Deli 12.6% - 9.7% + Moe's Jersey Mike's 59 Southwest 44 12.3% - 9.6% + Panda 45 Togo's 60 Express 12.0% + 9.4% +

Draw measures the percentage of all QSR Visits garnered by the specifed brand when limiting the addressable market to those Visits within 0.5 miles of all the specifed brand’s locations. Trending measures a brand against the prior month. In order to measure trends, we must have observed 5k+ visits for that brand for both months. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo.

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Appendix

11 The Sense360 Methodology

Sense360’s sensor technology is on more than 2 million devices in the US. Our panel generates over 1.5 terabytes of anonymous movement and location data every single day and provides a Our Panel detailed view of over 150 million user-visits a month.

Our panel is highly representative and we are constantly refning our weighting to ensure the highest confdence interval possible. Representative We monitor the representativeness of our panel geographically, and by demo.

Our sensor tech uses mobile sensors built into smartphones to understand user location and activity while maintaining user privacy/ anonymity. We’ve trained our algorithms with more than 100,000 Our Tech labeled data points and incorporate data from the GPS, accelerometer, gyroscope, barometer, wif, ambient light, and many other sensors.

The sensor-data provides us with an anonymous but highly Passive Insights accurate understanding of where, how, and when people visit physical locations and businesses.

We also survey users based on the underlying sensor data to confrm visits and to understand why they did what our sensor Surveys data observed.

We are constantly checking ourselves, our methodology, and our tech for accuracy. As an example, we have a group of dozens of Fact-Checking “mystery counters” who physically go to locations and manually count trafc so that we can compare and validate our data. 12 Competitive Set

Below is the full set of QSRs and Fast Casuals that were considered for the Competitive Benchmark Report.

brand Category Burger A&W Restaurant American Carl's Jr. / Hardee's Burger Bakers Square American Checkers / Rally's Burger American Burger Camille's Sidewalk Cafe American Culver's Burger Chop't American Burger Cosi American Five Guys Burgers and Fries Burger Farmer Boys American Fuddrucker's Burger Flowers Baking Company American Good Time Burgers Burger Freshii American In-N-Out Burger Burger Noodles & Company American Jack in the Box Burger Saladworks American Burger Steak 'n Shake American Krystal Burger Sweetgreen American Burger American McDonald's Burger Zoe's Kitchen American Roy Rogers Restaurant Burger Asian Burger Asian Sonic Drive-In Burger Asian Burger Shophouse Southeast Asian Asian The Habit Burger WaBa Grill Asian Wendy's Burger Arctic Circle Burger Whataburger Burger Burger White Castle Burger Blake's Lotaburger Burger Bojangles' Chicken Burger King Burger Chick-fl-A Chicken Burgerf Burger Chicken

13 Competitive Set (Page 2)

Below is the full set of QSRs and Fast Casuals that were considered for the Competitive Benchmark Report.

Church's Chicken Chicken Dairy Queen Dessert Crown Chicken Dessert Chicken Dessert KFC Chicken TCBY Dessert PDQ Chicken Jamba Juice Popeyes Famous Fried Chicken Chicken Drink Raising Cane's Chicken Fingers Chicken Smoothie King Drink Wingstop Chicken Drink Zaxby's Chicken L&L Hawaiian Hawaiian Cofee Baja Fresh Mexican Grill Mexican Cofee Mexican Bruegger's Bagels Cofee Mexican Caribou Cofee Cofee Chronic Mexican Cofee Beanery Cofee Del Taco Mexican Cofee El Pollo Loco Mexican Dunkin' Donuts Cofee Freebirds Mexican Einstein Bros Bagels Cofee Hot Head Mexican It's A Grind Cofy House Cofee Moe's Southwest Grill Mexican Krispy Kreme Cofee Qdoba Mexican Grill Mexican Peet's Cofee & Tea Cofee Roberto's Taco Shop Mexican 's Best Cofee Cofee Rubio's Mexican Starbucks Cofee Cofee Taco Bell Mexican The Cofee Bean & Tea Leaf Cofee Taco Bueno Mexican Tim Hortons Cofee Taco Cabana Mexican Tully's Cofee Cofee Mexican Braum's Ice Cream & Dairy Dessert Taco John's Mexican

14 Competitive Set (Page 3)

Below is the full set of QSRs and Fast Casuals that were considered for the Competitive Benchmark Report.

Taco Mayo Mexican Penn Station East Coast Subs Taco Tico Mexican Pit Sandwich TacoTime Mexican Sandwich Blaze Pizza Sandwich Donatos Pizza Quiznos Sandwich MOD Pizza Pizza Sandwich Pieology Pizzeria Pizza Schlotzsky's Sandwich / WingStreet Pizza Sub Station II Sandwich Pizzeria Locale Pizza Subway Sandwich Arby's Sandwich Togo's Sandwich Bread Company Sandwich Which Wich Sandwich Blimpie Sandwich Captain D's Seafood Restaurants Seafood Charley's Grilled Subs Sandwich Corner Cafe Sandwich D'Angelo Sandwich Eegee's Sandwich Sandwich Great Harvest Bread Co Sandwich Great Steak Sandwich Jason's Deli Sandwich Jerry's Subs & Pizza Sandwich Jersey Mike's Subs Sandwich Jimmy John's Sandwich McAlister's Deli Sandwich Sandwich Panera Bread Sandwich

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