Linescore Report 124138 Johnsonville Bratwurst Concept Test

Concept Test

124138 Johnsonville Bratwurst Concept Test

Closed on October 18, 2010

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THE LINESCORE TELLS YOU

701-800 - Acceptors: “Excellent!”
601-700 - Acceptors: “Extremely good concept,
great execution.”
501-600 - Borderline: “Very good concept,
some areas for improvement.”
401-500 - Indifferent: “Good concept, but needs work.”
301-400 - Rejectors: “Problem areas
need improvement.”
200-300 - Rejectors: “Needs improvement.”

204

Linescore N = 204 current and lapsed customers

25%

25% of current and lapsed customers are Acceptors, strong endorsers, satisfied in all respects.
An Acceptor score of 25% is an above par concept.
A score in this range often suggests you should consider further concept development, unless this is a highly fragmented market where small share is on strategy.
The Driver Analysis will show whether the 24% Borderline are either missing a strong benefit or there is a negative. If this can be corrected, some Borderline may become Acceptors.
The Driver Analysis will also bring focus to why 51% of current and lapsed customers are Dissatisfied. These factors may be inherent in the concept, but understanding can clarify to whom the concept appeals and who may not really be in the target market.

LINESCORE
Sample	Acceptors 601 - 800	Borderline 501 - 600	Indifferent 401 - 500	Rejectors 200 - 400
204	25%	24%	24%	27%

Table 2. Paired Comparisons vs. Competitive Benchmarks
-	N	First Impression of Idea preferred over Favorite QSR	First Impression of Idea preferred over Next Favorite QSR	Idea with More Information preferred over First Impression of Idea	Idea with More Information preferred over Favorite QSR
Sample	204	22%	27%	59%	25%

Diagnostics

Do you believe this can work as described?

I believe
this makes sense
as described

Probably

Maybe yes,
maybe no

Probably not

I doubt it

Additional metrics linescale rating distribution - belief
	Total N=204	Total 100%	Acceptors n=51	Borderline n=48	Indifferent n=49	Rejectors n=56
I believe this makes sense as described	104	104/ 204	42/ 51	33/ 48	21/ 49	8/ 56
Probably	65	65/ 204	6/ 51	15/ 48	18/ 49	26/ 56
Maybe yes, maybe no	31	31/ 204	2/ 51	0/ 48	9/ 49	20/ 56
Probably not	3	3/ 204	0/ 51	0/ 48	1/ 49	2/ 56
I doubt it	1	1/ 204	1/ 51	0/ 48	0/ 49	0/ 56

How unique is this idea?

This is truly
unique

New, but not
truly unique

Somewhat new

Ho-hum

Absolutely nothing
new here

Additional metrics linescale rating distribution - uniqueness
	Total N=204	Total 100%	Acceptors n=51	Borderline n=48	Indifferent n=49	Rejectors n=56
This is truly unique	72	72/ 204	38/ 51	20/ 48	12/ 49	2/ 56
New, but not truly unique	78	78/ 204	10/ 51	26/ 48	23/ 49	19/ 56
Somewhat new	44	44/ 204	3/ 51	2/ 48	12/ 49	27/ 56
Ho-hum	10	10/ 204	0/ 51	0/ 48	2/ 49	8/ 56
Absolutely nothing new here	0	0/ 204	0/ 51	0/ 48	0/ 49	0/ 56

How important is this idea to you?

This is really
important
to me

This is of
some importance
to me

I am not
sure

Not particularly
important

I couldn't
care less

Additional metrics linescale rating distribution - importance
	Total N=204	Total 100%	Acceptors n=51	Borderline n=48	Indifferent n=49	Rejectors n=56
This is really important to me	46	46/ 204	32/ 51	10/ 48	4/ 49	0/ 56
This is of some importance to me	58	58/ 204	15/ 51	25/ 48	12/ 49	6/ 56
I am not sure	43	43/ 204	4/ 51	12/ 48	14/ 49	13/ 56
Not particularly important	36	36/ 204	0/ 51	1/ 48	16/ 49	19/ 56
I couldn't care less	21	21/ 204	0/ 51	0/ 48	3/ 49	18/ 56

Would you tell your family and friends about the Johnsonville Bratwurst?

Yes, I absolutely would
tell them about it
and ask them to try it.

Maybe I would tell
them about it.

No way. I would
not recommend this.

Additional metrics linescale rating distribution - recommendation
	Total N=204	Total 100%	Acceptors n=51	Borderline n=48	Indifferent n=49	Rejectors n=56
Yes, I absolutely would tell them about it and ask them to try it.	100	100/ 204	48/ 51	42/ 48	8/ 49	2/ 56
Maybe I would tell them about it.	81	81/ 204	3/ 51	6/ 48	40/ 49	32/ 56
No way. I would not recommend this.	23	23/ 204	0/ 51	0/ 48	1/ 49	22/ 56

Methodology

The sample for this concept test is current and lapsed customers.

Respondents select and rate their two competitive alternative brands, products or practices in the space, then rate their first impression of Johnsonville Bratwurst. After exposure to more information about the concept, respondents rate again on the same Linescale, which gives a comparison with competition and initial expectation. The concept is then rated for Uniqueness, Believability, Relevance and likelihood of Recommendation to friends or colleagues. An algorithmic score is calculated and shown to the respondent along with the meaning of the score. The respondent is asked if they agree with the score or would raise or lower it. (Most agree).

Respondents describe in their own words why they rated as they did, and then select up to five main reasons from a list of positive and negative possible reasons for rating. Further rating of components of the concept is done. Additional attitude and behavior questions are asked, concluding with demographics.

Competitive Benchmarks

Competitive Favorite - Acceptors of concept within Share of Sample

Combined bar lengths represents share of answer to question "Which of these is your favorite quick service restaurant? (Please select or write in one)"

Blue portion is the percentage of Acceptors of concept within each bar.

Competitive Favorite
N=204	Favorite QSR %	Acceptors (600+) %	Acceptance Index Acceptor % / Average %
All Competitors	100	25	1
McDonald's	17	32	1.29
Sonic Drive-In	12	32	1.28
Chick-fil-A	11	18	0.73
Taco Bell	9	28	1.11
Wendy's	8	25	1
Subway	7	7	0.27
Burger King	6	38	1.54
Arby's	4	11	0.44
Jack in the Box	3	14	0.57
Pizza Hut	3	33	1.33
In-N-Out Burger	2	0	0
Other	2	0	0
Hardee's	2	60	2.4
KFC	2	25	1
Whataburger	1	33	1.33
Braum's	1	33	1.33
White Castle	1	33	1.33
Krispy Kreme	1	33	1.33
Steak n Shake	0	50	2
Quiznos	0	0	0
Checkers/Rally's	0	0	0
Culver's	0	0	0
Local deli or sandwich shop	0	0	0
Carl's Jr.	0	0	0
A&W	0	n/a	n/a
Freddy's	0	n/a	n/a
Dunkin' Donuts	0	n/a	n/a
Church's Chicken	0	n/a	n/a
Dairy Queen	0	n/a	n/a
Popeyes Chicken & Biscuits	0	n/a	n/a
Krystal	0	n/a	n/a

N=5 Other
cicis, Panera, Papa Johns, starbucks, Taco Time

Second Competitive Favorite
N=204	Next Favorite QSR %	Acceptors (600+) %	Acceptance Index Acceptor % / Average %
All Competitors	100	25	1
McDonald's	13	33	1.33
Subway	12	17	0.67
Wendy's	10	19	0.76
Sonic Drive-In	10	29	1.14
Burger King	8	24	0.94
Taco Bell	7	21	0.86
KFC	4	25	1
Dairy Queen	3	43	1.71
Pizza Hut	3	29	1.14
Arby's	3	14	0.57
Jack in the Box	3	17	0.67
Popeyes Chicken & Biscuits	2	20	0.8
Chick-fil-A	2	20	0.8
Whataburger	2	40	1.6
Hardee's	2	50	2
Other	2	0	0
Steak n Shake	1	0	0
White Castle	1	100	4
Culver's	1	0	0
Quiznos	0	0	0
A&W	0	0	0
Carl's Jr.	0	0	0
Braum's	0	50	2
In-N-Out Burger	0	0	0
Krystal	0	0	0
Dunkin' Donuts	0	100	4
Church's Chicken	0	100	4
Krispy Kreme	0	n/a	n/a
Freddy's	0	n/a	n/a
No other	0	n/a	n/a
Local deli or sandwich shop	0	n/a	n/a
Checkers/Rally's	0	n/a	n/a

N=3 Other
bojangles, long john silver, subway

Standard competitive framework - Total Sample

Standard%20competitive%20framework%20-%20Total%20Sample

Standard competitive framework - Acceptors

Standard%20competitive%20framework%20-%20Acceptors

Average rating and frequency - Total sample

Average rating and frequency - Acceptors

Driver Analysis bar charts show the discriminant importance of each reason as a driver of Acceptance.

The length of the bars is determined by two factors – (1) how many people selected a reason, and (2) the difference between Acceptors and Rejectors or between Acceptors and Borderline.

Reasons with stars are statistically significant differences at the 90% confidence level. Note that significance is often greater for reasons that have fewer total selections, but important differences.

Acceptors vs. Rejectors

Borderline vs. Acceptors

Acceptors vs. all others

WHY - DRIVER ANALYSIS

All Reasons for Rating table shows how often each reason was selected as a main reason for rating by Total Sample and each of the four Acceptance Segments. (Clicking on a segment column header twice will rank order the reasons for that segment.)

All Reasons for Rating in Total and by Linescore
Reason	Total N=204	Total 100%	Acceptors 25%	Borderline 24%	Indifferent 24%	Rejectors 27%
(+) Change of pace	55	55/ 204	16/ 51	19/ 48	13/ 49	7/ 56
(+) High quality ingredients	57	57/ 204	22/ 51	18/ 48	12/ 49	5/ 56
(+) Good balance of ingredients	43	43/ 204	21/ 51	16/ 48	6/ 49	0/ 56
(+) Sounds like it will taste great	68	68/ 204	22/ 51	28/ 48	14/ 49	4/ 56
(+) The toppings sound appealing	62	62/ 204	28/ 51	22/ 48	9/ 49	3/ 56
(+) Uniquely Sonic product	48	48/ 204	15/ 51	16/ 48	10/ 49	7/ 56
(+) Can eat it in the car	47	47/ 204	13/ 51	17/ 48	9/ 49	8/ 56
(+) I like grilled onions on sandwiches	64	64/ 204	28/ 51	19/ 48	13/ 49	4/ 56
(+) I like grilled sausage sandwiches	77	77/ 204	26/ 51	27/ 48	14/ 49	10/ 56
(+) Great name	36	36/ 204	13/ 51	13/ 48	5/ 49	5/ 56
(+) Spicy brown mustard is a nice touch	66	66/ 204	24/ 51	19/ 48	17/ 49	6/ 56
(+) The Johnsonville brand is appealing	109	109/ 204	38/ 51	30/ 48	21/ 49	20/ 56
(+) I trust Sonic to do this well	69	69/ 204	24/ 51	24/ 48	12/ 49	9/ 56
(-) Sounds like it won't taste good	21	21/ 204	1/ 51	1/ 48	2/ 49	17/ 56
(-) Can get this kind of product other places	13	13/ 204	0/ 51	3/ 48	5/ 49	5/ 56
(-) Doesn't appeal to me	46	46/ 204	1/ 51	2/ 48	10/ 49	33/ 56
(-) Don't like the toppings	38	38/ 204	2/ 51	7/ 48	7/ 49	22/ 56
(-) Don't like the name	6	6/ 204	0/ 51	1/ 48	1/ 49	4/ 56
(-) Too messy	24	24/ 204	5/ 51	5/ 48	3/ 49	11/ 56
(-) Not healthy	33	33/ 204	6/ 51	7/ 48	7/ 49	13/ 56
(-) Don't like grilled coneys or sausages	5	5/ 204	0/ 51	0/ 48	1/ 49	4/ 56
(-) Don't like sauerkraut on sandwiches	54	54/ 204	3/ 51	4/ 48	17/ 49	30/ 56
(-) Don't like spicy mustard	34	34/ 204	0/ 51	6/ 48	6/ 49	22/ 56
(-) Don't like onions on sandwiches	38	38/ 204	2/ 51	7/ 48	8/ 49	21/ 56
(-) Name doesn't fit	5	5/ 204	0/ 51	5/ 48	0/ 49	0/ 56

Some header stuff in contents....

Change to column distribution
Show tables as percentages Row Distribution: each table row sums to 100%

Demographics
	Total N=204	Total 100%	Acceptors 25%	Borderline 24%	Indifferent 24%	Rejectors 27%
Total regions based on U.S. census definitions	187	100	26.2	21.9	24.1	27.8
Northeast ^{(CT, ME, MA, NH, NJ, NY, PA, RI, VT)}	3	1.6	33.3	0	0	66.7
Midwest ^{(IL, IN, IA, KS, MI, MN, MO, NE, ND, OH, SD, WI)}	31	16.6	22.6	25.8	22.6	29
South ^{(AL, AR, DE, DC, FL, GA, KY, LA, MD, MS, NC, OK, SC, TN, TX, VA, WV)}	127	67.9	29.1	22	24.4	24.4
West ^{(AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY)}	26	13.9	15.4	19.2	26.9	38.5
Male	82	41	25.6	29.3	20.7	24.4
Female	118	59	25.4	19.5	25.4	29.7
Average Income	195	$47,397	$46,326	$51,358	$51,967	$40,895
Total incomes	201	100	25	23	23.5	27
under $15,000	27	13.4	22.2	25.9	18.5	33.3
$15,000 - $19,999	11	5.5	18.2	9.1	36.4	36.4
$20,000 - $24,999	14	7	21.4	21.4	42.9	14.3
$25,000 - $29,999	16	8	18.8	25	12.5	43.8
$30,000 - $34,999	15	7.5	40	33.3	13.3	13.3
$35,000 - $39,999	18	9	33.3	16.7	22.2	27.8
$40,000 - $44,999	5	2.5	20	20	20	40
$45,000 - $49,999	15	7.5	33.3	13.3	20	33.3
$50,000 - $54,999	12	6	8.3	33.3	8.3	50
$55,000 - $59,999	7	3.5	28.6	57.1	14.3	0
$60,000 - $64,999	6	3	16.7	16.7	33.3	33.3
$65,000 - $69,999	10	5	10	10	40	40
$70,000 - $74,999	5	2.5	80	0	20	0
$75,000 - $79,999	8	4	37.5	0	25	37.5
$80,000 - $84,999	6	3	16.7	33.3	33.3	16.7
$85,000 - $89,999	2	*	0	50	50	0
$90,000 - $94,999	2	*	50	0	50	0
$95,000 - $99,999	6	3	33.3	50	16.7	0
$100,000 - $109,999	5	2.5	20	40	40	0
$110,000 - $119,999	0	0	n/a	n/a	n/a	n/a
$120,000 - $129,999	2	*	0	50	0	50
$130,000 - $139,999	1	*	0	0	100	0
$140,000 - $149,999	0	0	n/a	n/a	n/a	n/a
$150,000 - $174,999	0	0	n/a	n/a	n/a	n/a
$175,000 - $200,000	1	*	0	0	100	0
over $200,000	1	*	0	100	0	0
I prefer not to answer	6	3	33.3	16.7	16.7	33.3

In the last 30 days, how often did you buy food or drink from quick service restaurants such as McDonalds, Wendy's or convenience stores?
	Total N=204	Total 100%	Acceptors 25%	Borderline 24%	Indifferent 24%	Rejectors 27%
None	0	0/ 204	0/-	0/-	0/-	0/-
Once	23	23/ 204	3/ 23	6/ 23	4/ 23	10/ 23
2 - 4 times	73	73/ 204	13/ 73	18/ 73	19/ 73	23/ 73
5 - 9 times	55	55/ 204	19/ 55	11/ 55	16/ 55	9/ 55
10 times or more	53	53/ 204	16/ 53	13/ 53	10/ 53	14/ 53
I do not buy food or drink from quick service restaurants	0	0/ 204	0/-	0/-	0/-	0/-

About how often do you visit a Sonic Drive-In?
	Total N=204	Total 100%	Acceptors 25%	Borderline 24%	Indifferent 24%	Rejectors 27%
I tried it once, but have not gone back	17	17/ 204	4/ 17	4/ 17	4/ 17	5/ 17
I visited Sonic in the last 30 days	96	96/ 204	33/ 96	21/ 96	19/ 96	23/ 96
I visited Sonic in the past two months	21	21/ 204	5/ 21	7/ 21	4/ 21	5/ 21
I visited Sonic in the past three months	13	13/ 204	3/ 13	4/ 13	6/ 13	0/ 13
It has been more than three months since I visited Sonic	57	57/ 204	6/ 57	12/ 57	16/ 57	23/ 57
I have never been to Sonic	0	0/ 204	0/-	0/-	0/-	0/-

Okay, how many times did you visit Sonic in the last 30 days?
	Total N=96	Total 100%	Acceptors 34%	Borderline 22%	Indifferent 20%	Rejectors 24%
Once	28	28/ 96	8/ 28	8/ 28	2/ 28	10/ 28
2 - 4 times	49	49/ 96	17/ 49	8/ 49	13/ 49	11/ 49
5 times or more	19	19/ 96	8/ 19	5/ 19	4/ 19	2/ 19

Do you ever eat Hot Dogs, Coneys or other kinds of sausage sandwiches, no matter where - for example, at home, a convenience store, a restaurant, etc.?
	Total N=204	Total 100%	Acceptors 25%	Borderline 24%	Indifferent 24%	Rejectors 27%
Yes, frequently	70	70/ 204	25/ 70	18/ 70	16/ 70	11/ 70
Yes, occasionally	134	134/ 204	26/ 134	30/ 134	33/ 134	45/ 134
No	0	0/ 204	0/-	0/-	0/-	0/-

Would you try a Johnsonville Bratwurst at least once if it cost $2.69?
	Total N=202	Total 100%	Acceptors 25%	Borderline 24%	Indifferent 24%	Rejectors 27%
Yes	147	147/ 202	48/ 147	41/ 147	35/ 147	23/ 147
No, too expensive	55	55/ 202	3/ 55	7/ 55	13/ 55	32/ 55

If it meets your expectations after trying it, how many times do you think you would buy it in an average month?
	Total N=147	Total 100%	Acceptors 33%	Borderline 28%	Indifferent 24%	Rejectors 16%
Every day	7	7/ 147	4/ 7	2/ 7	1/ 7	0/ 7
A few times a week	26	26/ 147	13/ 26	9/ 26	3/ 26	1/ 26
Once a week	44	44/ 147	21/ 44	11/ 44	7/ 44	5/ 44
Once a month	70	70/ 147	10/ 70	19/ 70	24/ 70	17/ 70

Okay, would you try a Johnsonville Bratwurst at least once if it cost $2.49?
	Total N=55	Total 100%	Acceptors 5%	Borderline 13%	Indifferent 24%	Rejectors 58%
Yes	9	9/ 55	2/ 9	2/ 9	3/ 9	2/ 9
No, too expensive	46	46/ 55	1/ 46	5/ 46	10/ 46	30/ 46

If it meets your expectations after trying it, how many times do you think you would buy it in an average month?
	Total N=9	Total 100%	Acceptors 22%	Borderline 22%	Indifferent 33%	Rejectors 22%
Every day	0	0/ 9	0/-	0/-	0/-	0/-
A few times a week	1	1/ 9	1/ 1	0/ 1	0/ 1	0/ 1
Once a week	1	1/ 9	0/ 1	0/ 1	0/ 1	1/ 1
Once a month	7	7/ 9	1/ 7	2/ 7	3/ 7	1/ 7

Would you try a Johnsonville Bratwurst at least once if it cost $2.29?
	Total N=46	Total 100%	Acceptors 2%	Borderline 11%	Indifferent 22%	Rejectors 65%
Yes	11	11/ 46	0/ 11	3/ 11	4/ 11	4/ 11
No, too expensive	35	35/ 46	1/ 35	2/ 35	6/ 35	26/ 35

If it meets your expectations after trying it, how many times do you think you would buy it in an average month?
	Total N=11	Total 100%	Acceptors 0%	Borderline 27%	Indifferent 36%	Rejectors 36%
Every day	0	0/ 11	0/-	0/-	0/-	0/-
A few times a week	0	0/ 11	0/-	0/-	0/-	0/-
Once a week	3	3/ 11	0/ 3	2/ 3	0/ 3	1/ 3
Once a month	8	8/ 11	0/ 8	1/ 8	4/ 8	3/ 8

How about trying a Johnsonville Bratwurst at least once if it cost $1.99?
	Total N=35	Total 100%	Acceptors 3%	Borderline 6%	Indifferent 17%	Rejectors 74%
Yes	8	8/ 35	1/ 8	1/ 8	2/ 8	4/ 8
No, still too expensive	27	27/ 35	0/ 27	1/ 27	4/ 27	22/ 27

If it meets your expectations after trying it, how many times do you think you would buy it in an average month?
	Total N=8	Total 100%	Acceptors 12%	Borderline 12%	Indifferent 25%	Rejectors 50%
Every day	0	0/ 8	0/-	0/-	0/-	0/-
A few times a week	1	1/ 8	0/ 1	0/ 1	0/ 1	1/ 1
Once a week	1	1/ 8	0/ 1	0/ 1	0/ 1	1/ 1
Once a month	6	6/ 8	1/ 6	1/ 6	2/ 6	2/ 6

How would having this new Johnsonville Bratwurst product on the menu affect what you buy?
	Total 100%	Acceptors 25%	Borderline 23%	Indifferent 24%	Rejectors 27%
I would buy this new product equally with hot dogs	0/ 201	0/-	0/-	0/-	0/-
I would buy this new product instead of hot dogs	0/ 201	0/-	0/-	0/-	0/-
I would occasionally buy this new product, but mostly buy hot dogs	0/ 201	0/-	0/-	0/-	0/-
I would mostly buy this product and occasionally buy hot dogs	0/ 201	0/-	0/-	0/-	0/-

On your typical visit to Sonic, what do you order most often?
	Total N=201	Total 100%	Acceptors 25%	Borderline 23%	Indifferent 24%	Rejectors 27%
Food only	25	25/ 201	8/ 25	3/ 25	8/ 25	6/ 25
Drink only	23	23/ 201	4/ 23	4/ 23	6/ 23	9/ 23
Ice Cream only	10	10/ 201	0/ 10	2/ 10	3/ 10	5/ 10
Food and Drink	108	108/ 201	26/ 108	29/ 108	22/ 108	31/ 108
Food, Drink and Ice Cream	35	35/ 201	13/ 35	9/ 35	9/ 35	4/ 35

What is your age range?
	Total N=201	Total 100%	Acceptors 25%	Borderline 23%	Indifferent 24%	Rejectors 27%
17 or younger	4	4/ 201	0/ 4	1/ 4	0/ 4	3/ 4
18-24	36	36/ 201	8/ 36	7/ 36	9/ 36	12/ 36
25-34	51	51/ 201	12/ 51	12/ 51	14/ 51	13/ 51
35-49	50	50/ 201	12/ 50	11/ 50	14/ 50	13/ 50
50-69	59	59/ 201	19/ 59	16/ 59	11/ 59	13/ 59
70 or older	1	1/ 201	0/ 1	0/ 1	0/ 1	1/ 1

One final question - This is a new type of Internet interview. Did you enjoy it?
	Total N=201	Total 100%	Acceptors 25%	Borderline 23%	Indifferent 24%	Rejectors 27%
I thought it was great. It let me express my opinions quickly and easily.	135	135/ 201	45/ 135	36/ 135	28/ 135	26/ 135
I thought it was very good. This is a simple way to give direction.	56	56/ 201	5/ 56	11/ 56	18/ 56	22/ 56
This was okay. It was fair and let me express my opinion easily.	8	8/ 201	1/ 8	0/ 8	2/ 8	5/ 8
This was not so good. I think it was flawed in some respects, and alright in other respects.	2	2/ 201	0/ 2	0/ 2	0/ 2	2/ 2
I did not like this interview at all. It was inaccurate, complicated and did not capture my opinion.	0	0/ 201	0/-	0/-	0/-	0/-

Standard competitive framework - Total Sample N=204
	Excellent	Very Good	Good	Fair	Poor	Terrible
Favorite QSR	102/ 204	79/ 204	21/ 204	0/ 204	1/ 204	1/ 204
Next Favorite QSR	77/ 204	94/ 204	32/ 204	1/ 204	0/ 204	0/ 204
First Impression of Idea	41/ 204	50/ 204	63/ 204	30/ 204	16/ 204	4/ 204
Idea with More Information	46/ 204	57/ 204	51/ 204	23/ 204	18/ 204	9/ 204

Standard competitive framework - Acceptors N=51
	Excellent	Very Good	Good	Fair	Poor	Terrible
Favorite QSR	26/ 51	17/ 51	7/ 51	0/ 51	0/ 51	1/ 51
Next Favorite QSR	26/ 51	17/ 51	8/ 51	0/ 51	0/ 51	0/ 51
First Impression of Idea	24/ 51	14/ 51	11/ 51	1/ 51	1/ 51	0/ 51
Idea with More Information	33/ 51	13/ 51	4/ 51	1/ 51	0/ 51	0/ 51

Top Two Ratings (percent of users who rated above 4.0 on linescale)
N=204	First Impression of Idea	Idea with More Information	Favorite QSR	Next Favorite QSR
	91/ 204	103/ 204	181/ 204	171/ 204

Johnsonville Bratwurst ingredients

Johnsonville%20Bratwurst%20ingredients%20-%20Total%20Sample

Summary of Johnsonville Bratwurst ingredients
	Avg rating	% Wins vs average of all others	% wins v. Johnsonville Bratwurst with more information	% wins v. grilled bratwurst	% wins v. spicy brown mustard	% top box
Johnsonville Bratwurst with more information	3.81	n/a	0	32	50	23
grilled bratwurst	4.35	n/a	68	0	62	39
spicy brown mustard	3.92	n/a	50	38	0	32
grilled onions	3.89	48	55	41	55	34
sauerkraut	3.41	35	43	31	42	24
soft, warm bun	4.71	67	76	52	69	46

Summary Paired Comparison Bar Chart - Shows average paired comparison wins or losses. Bars show % better or worse than average (0 = 50 %).

Paired Comparison vs. Benchmark

Johnsonville Bratwurst attributes

Johnsonville%20Bratwurst%20attributes%20-%20Total%20Sample

Summary of Johnsonville Bratwurst attributes
	Avg rating	% Wins vs average of all others	% top box
is a high quality product	4.08	63	33
is uniquely Sonic - something only Sonic would offer	3.69	52	25
is healthy	2.74	23	14
sounds like it tastes great	3.85	54	32
has just the right toppings	3.59	46	29
is good for a snack	3.46	40	23
is good for lunch	3.97	58	34
is good for dinner	3.76	50	28
is new and different	4.05	62	32
has the right name to fit the product	4.31	67	41
is something I could afford to eat every day	3.29	40	23
recommend to family and friends	3.66	47	27

Summary Paired Comparison Bar Chart - Shows average paired comparison wins or losses. Bars show % better or worse than average (0 = 50 %).

Rating Set Standard competitive framework

Box scores

Standard competitive framework - Total Sample
	Excellent	Very Good	Good	Fair	Poor	Terrible
Favorite QSR	102/ 204	79/ 204	21/ 204	0/ 204	1/ 204	1/ 204
Next Favorite QSR	77/ 204	94/ 204	32/ 204	1/ 204	0/ 204	0/ 204
First Impression of Idea	41/ 204	50/ 204	63/ 204	30/ 204	16/ 204	4/ 204
Idea with More Information	46/ 204	57/ 204	51/ 204	23/ 204	18/ 204	9/ 204

Paired comparisons

Standard competitive framework - Favorite QSR (Average wins = 74%, n=204 )

Next Favorite QSR	wins	71/29
Idea with More Information	wins	75/25
First Impression of Idea	wins	78/22

Standard competitive framework - Next Favorite QSR (Average wins = 57%, n=204 )

Favorite QSR	loses	29/71
Idea with More Information	wins	71/29
First Impression of Idea	wins	73/27

Standard competitive framework - Idea with More Information (Average wins = 37%, n=204 )

Favorite QSR	loses	25/75
Next Favorite QSR	loses	29/71
First Impression of Idea	wins	59/41

Standard competitive framework - First Impression of Idea (Average wins = 29%, n=204 )

Favorite QSR	loses	22/78
Next Favorite QSR	loses	27/73
Idea with More Information	loses	41/59

Rating Set Johnsonville Bratwurst ingredients

Box scores

Johnsonville Bratwurst ingredients - Total Sample
	Excellent	Very Good	Good	Fair	Poor	Terrible
Johnsonville Bratwurst with more information	46/ 204	57/ 204	51/ 204	23/ 204	18/ 204	9/ 204
grilled bratwurst	78/ 202	60/ 202	34/ 202	12/ 202	9/ 202	9/ 202
spicy brown mustard	64/ 202	51/ 202	38/ 202	17/ 202	15/ 202	17/ 202
grilled onions	68/ 202	45/ 202	37/ 202	21/ 202	9/ 202	22/ 202
sauerkraut	49/ 202	45/ 202	38/ 202	19/ 202	13/ 202	38/ 202
soft, warm bun	92/ 202	66/ 202	35/ 202	4/ 202	3/ 202	2/ 202

Paired comparisons

Johnsonville Bratwurst ingredients - soft, warm bun (Average wins = 67%, n=202 )

grilled onions	wins	62/38
sauerkraut	wins	72/28

Johnsonville Bratwurst ingredients - grilled onions (Average wins = 48%, n=202 )

soft, warm bun	loses	38/62
sauerkraut	wins	58/42

Johnsonville Bratwurst ingredients - sauerkraut (Average wins = 34%, n=202 )

soft, warm bun	loses	28/72
grilled onions	loses	42/58

Rating Set Johnsonville Bratwurst attributes

Box scores

Johnsonville Bratwurst attributes - Total Sample
	Completely agree	Very much agree	Agree	Somewhat disagree	No way!
is a high quality product	66/ 201	61/ 201	60/ 201	6/ 201	8/ 201
is uniquely Sonic - something only Sonic would offer	51/ 201	57/ 201	52/ 201	31/ 201	10/ 201
is healthy	28/ 201	26/ 201	55/ 201	58/ 201	34/ 201
sounds like it tastes great	65/ 201	52/ 201	49/ 201	19/ 201	16/ 201
has just the right toppings	58/ 201	52/ 201	41/ 201	25/ 201	25/ 201
is good for a snack	47/ 201	41/ 201	64/ 201	37/ 201	12/ 201
is good for lunch	68/ 201	53/ 201	58/ 201	13/ 201	9/ 201
is good for dinner	57/ 201	56/ 201	58/ 201	18/ 201	12/ 201
is new and different	64/ 201	72/ 201	43/ 201	16/ 201	6/ 201
has the right name to fit the product	83/ 201	58/ 201	49/ 201	7/ 201	4/ 201
is something I could afford to eat every day	46/ 201	32/ 201	68/ 201	31/ 201	24/ 201
recommend to family and friends	55/ 201	49/ 201	57/ 201	25/ 201	15/ 201

Paired comparisons

Johnsonville Bratwurst attributes - has the right name to fit the product (Average wins = 66%, n=201 )

is new and different	wins	57/43
sounds like it tastes great	wins	58/42
is a high quality product	wins	60/40
is good for lunch	wins	61/39
recommend to family and friends	wins	68/32
has just the right toppings	wins	68/32
is good for dinner	wins	68/32
is uniquely Sonic - something only Sonic would offer	wins	69/31
is something I could afford to eat every day	wins	72/28
is good for a snack	wins	73/27
is healthy	wins	82/18

Johnsonville Bratwurst attributes - is a high quality product (Average wins = 62%, n=201 )

has the right name to fit the product	loses	40/60
is new and different	loses	47/53
is good for lunch	wins	56/44
sounds like it tastes great	wins	60/40
is uniquely Sonic - something only Sonic would offer	wins	61/39
is good for dinner	wins	65/35
has just the right toppings	wins	65/35
recommend to family and friends	wins	67/33
is good for a snack	wins	71/29
is something I could afford to eat every day	wins	74/26
is healthy	wins	83/17

Johnsonville Bratwurst attributes - is new and different (Average wins = 61%, n=201 )

has the right name to fit the product	loses	43/57
is a high quality product	wins	53/47
is good for lunch	wins	55/45
sounds like it tastes great	wins	57/43
is uniquely Sonic - something only Sonic would offer	wins	59/41
is good for dinner	wins	63/37
recommend to family and friends	wins	64/36
has just the right toppings	wins	64/36
is good for a snack	wins	67/33
is something I could afford to eat every day	wins	71/29
is healthy	wins	84/16

Johnsonville Bratwurst attributes - is good for lunch (Average wins = 57%, n=201 )

has the right name to fit the product	loses	39/61
is a high quality product	loses	44/56
is new and different	loses	45/55
is uniquely Sonic - something only Sonic would offer	wins	52/48
is good for dinner	wins	54/46
sounds like it tastes great	wins	56/44
has just the right toppings	wins	61/39
recommend to family and friends	wins	63/37
is something I could afford to eat every day	wins	68/32
is good for a snack	wins	72/28
is healthy	wins	80/20

Johnsonville Bratwurst attributes - sounds like it tastes great (Average wins = 54%, n=201 )

is a high quality product	loses	40/60
has the right name to fit the product	loses	42/58
is new and different	loses	43/57
is good for lunch	loses	44/56
is uniquely Sonic - something only Sonic would offer	wins	52/48
is good for dinner	wins	53/47
recommend to family and friends	wins	59/41
has just the right toppings	wins	61/39
is something I could afford to eat every day	wins	62/38
is good for a snack	wins	63/37
is healthy	wins	76/24

Johnsonville Bratwurst attributes - is good for dinner (Average wins = 50%, n=201 )

has the right name to fit the product	loses	32/68
is a high quality product	loses	35/65
is new and different	loses	37/63
is good for lunch	loses	46/54
sounds like it tastes great	loses	47/53
is uniquely Sonic - something only Sonic would offer	ties	50/50
recommend to family and friends	wins	53/47
has just the right toppings	wins	55/45
is something I could afford to eat every day	wins	60/40
is good for a snack	wins	60/40
is healthy	wins	74/26

Johnsonville Bratwurst attributes - is uniquely Sonic - something only Sonic would offer (Average wins = 51%, n=201 )

has the right name to fit the product	loses	31/69
is a high quality product	loses	39/61
is new and different	loses	41/59
is good for lunch	loses	48/52
sounds like it tastes great	loses	48/52
is good for dinner	ties	50/50
recommend to family and friends	wins	52/48
has just the right toppings	wins	57/43
is something I could afford to eat every day	wins	61/39
is good for a snack	wins	62/38
is healthy	wins	77/23

Johnsonville Bratwurst attributes - recommend to family and friends (Average wins = 46%, n=201 )

has the right name to fit the product	loses	32/68
is a high quality product	loses	33/67
is new and different	loses	36/64
is good for lunch	loses	37/63
sounds like it tastes great	loses	41/59
is good for dinner	loses	47/53
is uniquely Sonic - something only Sonic would offer	loses	48/52
has just the right toppings	ties	51/49
is good for a snack	wins	54/46
is something I could afford to eat every day	wins	63/37
is healthy	wins	74/26

Johnsonville Bratwurst attributes - has just the right toppings (Average wins = 45%, n=201 )

has the right name to fit the product	loses	32/68
is a high quality product	loses	35/65
is new and different	loses	36/64
is good for lunch	loses	39/61
sounds like it tastes great	loses	39/61
is uniquely Sonic - something only Sonic would offer	loses	43/57
is good for dinner	loses	45/55
recommend to family and friends	ties	49/51
is good for a snack	wins	56/44
is something I could afford to eat every day	wins	57/43
is healthy	wins	73/27

Johnsonville Bratwurst attributes - is good for a snack (Average wins = 40%, n=201 )

has the right name to fit the product	loses	27/73
is good for lunch	loses	28/72
is a high quality product	loses	29/71
is new and different	loses	33/67
sounds like it tastes great	loses	37/63
is uniquely Sonic - something only Sonic would offer	loses	38/62
is good for dinner	loses	40/60
has just the right toppings	loses	44/56
recommend to family and friends	loses	46/54
is something I could afford to eat every day	loses	47/53
is healthy	wins	73/27

Johnsonville Bratwurst attributes - is something I could afford to eat every day (Average wins = 39%, n=201 )

is a high quality product	loses	26/74
has the right name to fit the product	loses	28/72
is new and different	loses	29/71
is good for lunch	loses	32/68
recommend to family and friends	loses	37/63
sounds like it tastes great	loses	38/62
is uniquely Sonic - something only Sonic would offer	loses	39/61
is good for dinner	loses	40/60
has just the right toppings	loses	43/57
is good for a snack	wins	53/47
is healthy	wins	70/30

Johnsonville Bratwurst attributes - is healthy (Average wins = 23%, n=201 )

is new and different	loses	16/84
is a high quality product	loses	17/83
has the right name to fit the product	loses	18/82
is good for lunch	loses	20/80
is uniquely Sonic - something only Sonic would offer	loses	23/77
sounds like it tastes great	loses	24/76
is good for dinner	loses	26/74
recommend to family and friends	loses	26/74
has just the right toppings	loses	27/73
is good for a snack	loses	27/73
is something I could afford to eat every day	loses	30/70