1. Broulim’s Artisan Bread and Tortilla Survey Results Caitlin Trani, Chantelle Rowley, Kristi Keister, Kyle Manning, Christian Holman

2. {Table of contents}  Research Objectives: 3  Methodology: 4-5  Limitations: 6  Demographics: 7-11  Perceptions of Bread & Bakery: 12-16  Awareness & Purchase Habits: 17-26  Willingness to Purchase: 27-35  Tortillas: 35-50

3. {Research Objectives}  Artisan Bread  Awareness/Usage  Pricing Expectations  Reasons would not purchase  Broulim’s Bakery Atmosphere  Tortillas  Tortilla purchase habits  Likelihood to buy fresh tortillas made in store  Pricing expectation

4. {Methodology} 1,266 email invitations sent Survey ran for 10 days Reminders sent 5 days into survey to non-responders 433 people started survey, 412 finished. 24 screened out Net sample 388 *All results are significant at a 95% confidence level

5. {Methodology} Broulim’s Sample  57 Finished  62 Started  92% completion Rate  268 invited  23% Response Rate Employee Sample  106 Finished  108 Started  98% completion rate  248 invited Student Sample:  249 Finished  263 Started  95% completion rate  750 invited  35% response rate

6. { Limitations}  Sampling due to Broulim’s regular customers  Apathy of respondents  The wording on some questions could be confusing  The arrangement of questions could be misleading

7. {Gender}

8. {Age}

9. {Student}

10. {Household}

11. {Region}

12. Perceptions of Bread and Bakery

13. {Perceptions of Artisan Bread}

14. {Perceptions of Bakery} 1 - Strongly Disagree 2 - Disagree 3 - Neither Agree Nor Disagree 4 - Agree 5 - Strongly Agree

15. {Broulim’s Bakery Perceptions} Interesting Find – Responses of “Not sure/Can’t Remember”  Needs More lighting/too dark = 17%  Too Cluttered/hard to navigate = 12%  Colors are drab and unappealing = 13%  Display Units are drab and unappealing = 12%  Has Appetizing odors = 10%

16. {Recommendations}  There is an opportunity to create an experience that leaves an impression on customers  Remodel is an opportunity to innovate  Customers did seem to feel that the bakery has an appetizing odor.  Find a way to use this as an advantage in creating an experience  Create an experience  Packaging, interaction

17. Awareness & Purchase Habits

18. {Awareness of Display}

19. {Age vs. Awareness of Display}

20. {Artisan Bread Purchases}

21. {Bread Display & Purchases}

22. {Age vs. Artisan Bread Purchase}

24. {Academic Status vs. Bread Purchase}

25. {Age vs. Purchase and Awareness of Display}

26. {Recommendation}  The data shows that there is a large market to capture with students and those up to the age of 25.  Starving Student Cards, Rexburg Savings  Update Website  Use social media - Facebook

27. Willingness to Purchase

28. {Frequency of visits at grocery stores}

29. {Willingness to Buy}

30. {Customers Not Likely to Buy}

31. {Have you ever tried Artisan Bread?}

32. {Previous Purchases vs. Willingness to Buy}

33. {Expected Price to Pay vs. Willingness to Buy at $2.99}

34. {Recommendations}  Promote the great price

35. Tortillas

36. {Tortilla Consumption}

37. {Types of Tortillas}

38. {Flour Tortilla Preference vs. Region}

39. {Flour Tortilla Preferred by Mountain West vs. Everywhere Else}

40. {Tortilla type & Gender}

41. {Spinach & Time of Day}

42. {Recommendation}  Flour Tortillas  Flavored tortillas should be targeted toward women  Flavor varieties in the morning for earlier shoppers

43. {Price}

44. {Gender & Willingness to Pay}

45. {Importance factors – Tortillas}

46. {Importance Factors – Taste & Ingredients}

48. {Importance Factors – Atmosphere}

49. {Likelihood to buy}

50. {Recommendations}  Pricing – 60 cents more than a comparable 10 pack tortilla  Target women – higher favorable preferences for atmosphere, ingredients and taste  Get a good recipe – make sure it’s tested and comparable to other fresh tortillas