LINESCALE ® Concept Test

124138 Johnsonville Bratwurst Concept Test
Closed on October 18, 2010
Demo

current and lapsed customers

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.”

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%

Standard competitive framework - Total Sample N=204

	Excellent	Very Good	Good	Fair	Poor	Terrible
Favorite QSR	50	39	10	0	0	0
Next Favorite QSR	38	46	16	0	0	0
First Impression of Idea	20	25	31	15	8	2
Idea with More Information	23	28	25	11	9	4

Standard competitive framework - Acceptors N=51

	Excellent	Very Good	Good	Fair	Poor	Terrible
Favorite QSR	51	33	14	0	0	2
Next Favorite QSR	51	33	16	0	0	0
First Impression of Idea	47	27	22	2	2	0
Idea with More Information	65	25	8	2	0	0

Additional Metrics

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	51	82	69	43	14
Probably	65	32	12	31	37	46
Maybe yes, maybe no	31	15	4	0	18	36
Probably not	3	1	0	0	2	4
I doubt it	1	0	2	0	0	0

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	35	75	42	24	4
New, but not truly unique	78	38	20	54	47	34
Somewhat new	44	22	6	4	24	48
Ho-hum	10	5	0	0	4	14
Absolutely nothing new here	0	0	0	0	0	0

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	23	63	21	8	0
This is of some importance to me	58	28	29	52	24	11
I am not sure	43	21	8	25	29	23
Not particularly important	36	18	0	2	33	34
I couldn't care less	21	10	0	0	6	32

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	49	94	88	16	4
Maybe I would tell them about it.	81	40	6	12	82	57
No way. I would not recommend this.	23	11	0	0	2	39

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
	45	50	89	84

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
Other	2	0	0
In-N-Out Burger	2	0	0
Hardee's	2	60	2.4
KFC	2	25	1
Whataburger	1	33	1.33
Krispy Kreme	1	33	1.33
Braum's	1	33	1.33
White Castle	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
Dunkin' Donuts	0	n/a	n/a
Popeyes Chicken & Biscuits	0	n/a	n/a
Freddy's	0	n/a	n/a
A&W	0	n/a	n/a
Church's Chicken	0	n/a	n/a
Krystal	0	n/a	n/a
Dairy Queen	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
Pizza Hut	3	29	1.14
Dairy Queen	3	43	1.71
Arby's	3	14	0.57
Jack in the Box	3	17	0.67
Chick-fil-A	2	20	0.8
Whataburger	2	40	1.6
Popeyes Chicken & Biscuits	2	20	0.8
Other	2	0	0
Hardee's	2	50	2
Culver's	1	0	0
Steak n Shake	1	0	0
White Castle	1	100	4
Carl's Jr.	0	0	0
Braum's	0	50	2
In-N-Out Burger	0	0	0
Quiznos	0	0	0
A&W	0	0	0
Dunkin' Donuts	0	100	4
Church's Chicken	0	100	4
Krystal	0	0	0
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
Krispy Kreme	0	n/a	n/a

N=3 Other

bojangles, long john silver, subway

Driver Analysis

The *All Reasons Ranked by Frequency* table shows the raw percentage of times each reason was selected as a main reason for rating in Total and by the four Acceptance segments. Clicking on the segment column header will re-rank the reasons for that segment.

The Driver Analysis bar charts below show the discriminant importance of each reason as a driver of acceptance or rejection by subtracting the percentage of times Rejectors selected a reason from the Acceptors percentage and multiplying this difference by the larger percent of times that reason was selected by either Acceptors or Rejectors.

The same for Indifferent and Borderline compared to Acceptors

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	27	31	40	27	12
(+) High quality ingredients	57	28	43	38	24	9
(+) Good balance of ingredients	43	21	41	33	12	0
(+) Sounds like it will taste great	68	33	43	58	29	7
(+) The toppings sound appealing	62	30	55	46	18	5
(+) Uniquely Sonic product	48	24	29	33	20	12
(+) Can eat it in the car	47	23	25	35	18	14
(+) I like grilled onions on sandwiches	64	31	55	40	27	7
(+) I like grilled sausage sandwiches	77	38	51	56	29	18
(+) Great name	36	18	25	27	10	9
(+) Spicy brown mustard is a nice touch	66	32	47	40	35	11
(+) The Johnsonville brand is appealing	109	53	75	62	43	36
(+) I trust Sonic to do this well	69	34	47	50	24	16
(-) Sounds like it won't taste good	21	10	2	2	4	30
(-) Can get this kind of product other places	13	6	0	6	10	9
(-) Doesn't appeal to me	46	23	2	4	20	59
(-) Don't like the toppings	38	19	4	15	14	39
(-) Don't like the name	6	3	0	2	2	7
(-) Too messy	24	12	10	10	6	20
(-) Not healthy	33	16	12	15	14	23
(-) Don't like grilled coneys or sausages	5	2	0	0	2	7
(-) Don't like sauerkraut on sandwiches	54	26	6	8	35	54
(-) Don't like spicy mustard	34	17	0	12	12	39
(-) Don't like onions on sandwiches	38	19	4	15	16	38
(-) Name doesn't fit	5	2	0	10	0	0

Tables

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	n/a	n/a	n/a	n/a
Once	23	11	13	26	17	43
2 - 4 times	73	36	18	25	26	32
5 - 9 times	55	27	35	20	29	16
10 times or more	53	26	30	25	19	26
I do not buy food or drink from quick service restaurants	0	0	n/a	n/a	n/a	n/a

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	8	24	24	24	29
I visited Sonic in the last 30 days	96	47	34	22	20	24
I visited Sonic in the past two months	21	10	24	33	19	24
I visited Sonic in the past three months	13	6	23	31	46	0
It has been more than three months since I visited Sonic	57	28	11	21	28	40
I have never been to Sonic	0	0	n/a	n/a	n/a	n/a

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	29	29	29	7	36
2 - 4 times	49	51	35	16	27	22
5 times or more	19	20	42	26	21	11

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	34	36	26	23	16
Yes, occasionally	134	66	19	22	25	34
No	0	0	n/a	n/a	n/a	n/a

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	73	33	28	24	16
No, too expensive	55	27	5	13	24	58

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	5	57	29	14	0
A few times a week	26	18	50	35	12	4
Once a week	44	30	48	25	16	11
Once a month	70	48	14	27	34	24

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	16	22	22	33	22
No, too expensive	46	84	2	11	22	65

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	n/a	n/a	n/a	n/a
A few times a week	1	11	100	0	0	0
Once a week	1	11	0	0	0	100
Once a month	7	78	14	29	43	14

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	24	0	27	36	36
No, too expensive	35	76	3	6	17	74

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	n/a	n/a	n/a	n/a
A few times a week	0	0	n/a	n/a	n/a	n/a
Once a week	3	27	0	67	0	33
Once a month	8	73	0	12	50	38

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	23	12	12	25	50
No, still too expensive	27	77	0	4	15	81

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	n/a	n/a	n/a	n/a
A few times a week	1	12	0	0	0	100
Once a week	1	12	0	0	0	100
Once a month	6	75	17	17	33	33

How would having this new Johnsonville Bratwurst product on the menu affect what you buy?

	Total N=201	Total 100%	Acceptors 25%	Borderline 23%	Indifferent 24%	Rejectors 27%
I would buy this new product equally with hot dogs	0	0	n/a	n/a	n/a	n/a
I would buy this new product instead of hot dogs	0	0	n/a	n/a	n/a	n/a
I would occasionally buy this new product, but mostly buy hot dogs	0	0	n/a	n/a	n/a	n/a
I would mostly buy this product and occasionally buy hot dogs	0	0	n/a	n/a	n/a	n/a

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	12	32	12	32	24
Drink only	23	11	17	17	26	39
Ice Cream only	10	5	0	20	30	50
Food and Drink	108	54	24	27	20	29
Food, Drink and Ice Cream	35	17	37	26	26	11

What is your age range?

	Total N=201	Total 100%	Acceptors 25%	Borderline 23%	Indifferent 24%	Rejectors 27%
17 or younger	4	2	0	25	0	75
18-24	36	18	22	19	25	33
25-34	51	25	24	24	27	25
35-49	50	25	24	22	28	26
50-69	59	29	32	27	19	22
70 or older	1	0	0	0	0	100

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	67	33	27	21	19
I thought it was very good. This is a simple way to give direction.	56	28	9	20	32	39
This was okay. It was fair and let me express my opinion easily.	8	4	12	0	25	62
This was not so good. I think it was flawed in some respects, and alright in other respects.	2	0	0	0	0	100
I did not like this interview at all. It was inaccurate, complicated and did not capture my opinion.	0	0	n/a	n/a	n/a	n/a