The Sandwich Study: Consumer Attitudes, Buying Behavior, and Purchase Drivers

1. INTRODUCTION/METHODOLOGY
The Consumer Study: Objectives, Methodology, and Sample Characteristics
1.1.1 Objectives
1.1.2 Methodology
1.1.3 Sample Characteristics: Consumers
1.2 The Retailer Study: Objectives, Methodology, and Sample Characteristics
1.2.1 Objectives
1.2.2 Methodology
1.2.3 Sample Characteristics: Retailers
1.3 A Note on the Data and Reading the Tables

2. MENU REVIEWS
2.1 Menu Sample Features
2.2 Summary of Findings
2.3 What Was Not Found
2.4 Sandwich Cost
2.5 Number of Varieties Offered
2.6 Sandwiches in Combination
2.7 Opportunities for Consumer Choice in Building His or Her Own Sandwich
2.8 Sandwich Serving Temperature
2.9 Types of Sandwiches Offered
2.10 Bread Types
2.11 Bread Preparation
.12 Bread Choice
2.13 Sides Offered with Sandwiches
2.14 Toppings and Garnishes
2.15 Ethnic Influences
2.16 Vegetarian Offerings
2.17 Hot/Spicy Offerings
2.18 Lite, Low-Fat, or Other Diet Options
2.19 Homemade Ingredients.
2.20 Sandwiches by Other Names

3. THE LAY OF THE LAND
3.1 Sandwich Sales are Rising
3.2 Everyone Wants to be a Player
.3 Sandwiches: The Times They are a Changing
3.3.1 Sandwiches Build on the Traditional
3.3.2 The Sandwich: A Meal in Itself
3.3.3 Creative and Bold Flavors are in Vogue
3.3.4 More Focus on the Bread: Sandwiches Rise to the Occasion
3.3.5 More Unique Cheeses
3.3.6 The Semblance of Healthful Appeals to a Wide Audience
3.3.7 More Upscale: If a Latte Can Go for $3.50 — Imagine the Opportunities for Sandwiches!

EXECUTIVE SUMMARIES (Consumer and Retailer)
4. SHOPPING AND SPENDING
4.1 Purchase Locations
4.2 Where Most Sandwiches are Purchased
4.2.1 Fast Food Outlets
4.2.2 Sub/Sandwich Shops
4.2.3 Supermarket Delis or Foodservice Counters
4.3 Reasons for Selecting Specific Retail Outlets for Most Sandwich Purchases
4.4 Distribution of Sandwich Servings by Retail Outlet
4.5 Sandwich Consumption Trends
4.6 Number of Sandwiches Eaten
4.6.1 Number of Sandwiches Eaten Each Week
4.6.2 Number of Sandwiches Purchased Away from Home Each Week
4.7 Sandwiches Purchased from Supermarket Delis/Foodservice Counters Each Month
4.8 Prices Paid for Sandwiches at Various Locations (Plus Demographic Variations)

5. CONSUMER BEHAVIOR
5.1 When Do Consumers Decide They Want a Sandwich?
5.2 Characteristics of Last Sandwich Purchased
5.3 Types of Drinks and Sides Purchased Most Frequently with Sandwiches
5.3.1 Drinks
5.3.2 Sides
5.4 How Consumers Think about the Parts of a Sandwich
5.4.1 Types of Fillings: Meat/Seafood/Salad
5.4.2 Types of Bread
5.4.3 Types of Cheese
5.4.4 Types of Sauce/Spread
5.4.5 Types of Garnishes/Toppings
5.5 How Adventurous are Consumers when It Comes to Trying Different Ingredients in Their Sandwiches?
5.6 Sandwich Topping NPD Group/CREST Data

6. SANDWICH DISTRIBUTIONS AND SANDWICH SHARES
6.1 A Note about the Data Categories
6.2 Distributions of Servings by Demographics
6.3 Distribution of Servings by Census Regions
6.4 Share of Total Sandwiches/Burgers Going to Various Restaurants/Retail Groups by Sandwich Type

7. CONSUMER PURCHASE DRIVERS
7.1 Marketing Influences
7.2 The Importance of Having a Good Reputation
7.3 The Importance of the Place Being Familiar
7.4 The Importance of Having a Drive-Thru
7.5 The Importance of Convenient Parking
7.6 The Importance of Made-to-Order
7.7 Distribution of Sandwich Servings by Service Mode

8. CONSUMERS DISCUSS SANDWICH PURCHASE VENUES
.1 Fast Food Outlets: What’s New?
8.1.1 Top Things Consumers Take into Consideration when Purchasing from Fast Food Outlets
8.1.2 How Consumers Usually Get Fast Food Items
8.1.3 Where Consumers Usually Eat Fast Food
8.1.4 Frequency of Trying New Things at Fast Food Outlets
8.1.5 Typical Size of Sandwich Purchased from Fast Food Outlets
8.2 Consumers Talk about Sub/Sandwich Shops
8.2.1 Top Things Consumers Take into Consideration when Purchasing from Sub/Sandwich Shops
8.3 Consumers Talk about Casual Quick Restaurants
8.3.1 Top Things Consumers Take into Consideration when Buying Sandwiches at Casual Restaurants
8.3.2 Frequency of Trying New Sandwiches at Quick Casual Restaurants
8.3.3 Size of Typical Sandwich Purchased at Casual Restaurants
8.4 Consumers Talk about Sit-Down Restaurants
8.4.1 Top Things Consumers Take into Consideration when Buying Sandwiches from a Sit-Down Restaurant
8.4.2 Frequency of Trying New Sandwiches at Sit-Down Restaurants
8.5 Consumers Talk about Gourmet Food Shops
8.5.1 Top Things Consumers Take into Consideration when Buying Sandwiches from a Gourmet Food Shop

9. FOCUS ON SUPERMARKET DELIS/FOODSERVICE COUNTERS
9.1 Main Reasons for Purchasing Sandwiches at Supermarket Delis/Foodservice Counters
9.1.1 Retailers’ Views on Why Customers Buy Their Sandwiches
9.2 Main Reasons for Not Purchasing More Sandwiches from Supermarket Delis/Foodservice Counters
9.3 Top Things Consumers Take Into Consideration When Purchasing from a Supermarket Sandwich Program
9.4 Frequency of Trying New Sandwiches at Supermarket Delis
9.5 Size of Typical Sandwich Purchased from Supermarket Sandwich Programs
9.6 Prevalence of Pre-Made and Made-to-Order Sandwiches

10. RETAILERS’ SANDWICH PROGRAM CHARACTERISTICS
10.1 Location of Sandwich Program
10.2 Labor for Sandwich Program
10.3 Store is a Destination Location for Sandwiches
10.3.1 Whose Store is Destination Sandwich Program Modeled After?
10.3.2 Cash Register in Sandwich Program Area?
10.4 Brands or Franchises in Sandwich Departments
10.5 Packaging
10.6 Shelf-Life of Sandwiches.
10.7 Ways Customers Can Purchase Sandwiches from Supermarket Programs

11. RETAILERS’ SANDWICH CHARACTERISTICS
11.1 Ingredient Sources
11.1.1 Sources for Sides — by Store Type
11.1.2 Sources for Deli/Meats/Poultry — by Store Type
11.1.3 Sources for Cheese — by Store Type
11.1.4 Sources for Bread — by Store Type
11.2 Number of Standard Varieties of Sandwiches Offered
11.3 Amount of Meat Used in a Typical Sandwich
11.4 Weighing of Meats and Cheeses for Sandwich Program
11.5 Slicing of Deli Meats and Cheeses
11.6 Sandwich Sizes
11.7 Top-Selling Meats
11.8 Top-Selling Cheeses
11.9 Top-Selling Breads
11.10 Drinks
11.10.1 Types of Drinks Purchased Most Frequently with Sandwich from Supermarket Sandwich Program
11.11 Sides

12. SANDWICH SALES
12.1 Percent of Sales from Cold Sandwiches
12.2 Percent of Sales from Hot Sandwiches
12.3 Gross Margin for Sandwich Department
12.4 Average Price of Sandwiches
12.4.1 Prices Charged for Meat and Cheese Sandwiches
12.4.2 Prices Charged for Meat Sandwiches
12.4.3 Prices Charged for Vegetarian Sandwiches
12.4.4 Prices Charged for Breakfast Sandwiches
12.4.5 Price Increase Charged for High-End Bread Sandwiches
12.5 Day Part Sales
12.5.1 Day Part Sales — Retailers’ Results
12.5.2 Trends in Day Part Sales — Retailers’ Results
12.5.3 Day Part Sales — CREST Data
12.6 Sandwich Ingredients
12.6.1 Retailers Report on Ingredient Changes
12.6.2 Retailers Report on Consumer Requests for Organic, Natural, and Soy-Based Products

13. RETAILERS TALK ABOUT MARKETING THEIR SANDWICH PROGRAMS
13.1 Competition to Supermarket Sandwich Programs
13.2 Prevalence of Formal Marketing Program for Sandwich Departments
13.3 Marketing to Specific Demographic Targets
13.4 How Retailers Market Their Sandwich Program
13.4.1 Retailers Discuss Specific Marketing Strategies

14. SUMMARY RECOMMENDATIONS
Table 1. Sample Characteristics
Table 2. Age of Survey Respondents Compared with Census 2000
Table 3. Marital Status & Employment
Table 4. Sample Characteristics of Retailers
Table 5. Last Sandwich Made-to-Order or Pre-Made? (Duplicate of Table 16 in Chapter 5)
Table 6. Where Sandwiches are Purchased Most Frequently
Table 7. Fast Food Outlets: Demographic Comparisons
Table 8. Sub/Sandwich Shops: Demographic Comparisons
Table 9. Supermarket Delis or Foodservice Counters: Demographic Comparisons
Table 10. Main Reason Consumers Buy Most of Their Sandwiches from Various Retail Outlets
Table 11. Distribution of Total Sandwich Servings (Excluding Burgers) by Type of Retail Outlet
Table 12. Average Weekly Sandwich Consumption at Home and Purchased away from Home
Table 13. Number of Sandwiches Purchased from Supermarket Deli/Foodservice Counter in a Month
Table 14. Average Price Paid for Sandwiches
Table 15. When Do Consumers Decide They Want a Sandwich for a Meal?
Table 16. Last Sandwich Made-to-Order or Pre-Made?
Table 17. Last Sandwich Hot or Cold?
Table 18. Drinks Purchased Most Frequently with Sandwiches
Table 19. Sides Purchased Most Frequently with Sandwiches
Table 20. When Do Consumers Think about the Filling: Meat/Seafood/Salad?
Table 21. When Do Consumers Think about the Bread?
Table 22. When Do Consumers Think about the Types of Cheese?
Table 23. When Do Consumers Think about the Types of Sauce/Spread?
Table 24. When Do Consumers Think about the Types of Garnishes/Toppings?
Table 25. How Often Do Consumers Try Different Types of Bread?
Table 26. How Often Do Consumers Try Different Types of Meat/Seafood/Salad Fillings?
Table 27. How Often Do Consumers Try Different Types of Cheese?
Table 28. How Often Do Consumers Try Different Types of Vegetables?
Table 29. How Often Do Consumers Try Different Types of Garnishes/Toppings?
Table 30. How Often Do Consumers Try Different Types of Sauces/Spreads?
Table 31. Percent of Sandwiches with Following Toppings at Small Chains/Independents in the Restaurant Industry
Table 32. Percent of Sandwiches Using the Following Bread Types at Small Chains/Independents in the Restaurant Industry
Table 33. Percent of Sandwiches with the Following Types of Cheese at Small Chains/Independents in the Restaurant Industry
Table 34. Top 5 Combinations for Sandwiches that had at Least One Topping Reported- Year Ending December 2002
Table 35. Top 5 Rankings of Toppings/Breads/Cheeses across All Sandwiches/Burgers among Small Chains/Independents in the Restaurant Industry in Year Ending 2002
Table 36. Top 5 Rankings of Cheese in Sandwiches/Burgers Year Ending December 2002
Table 37. Total Restaurant Categories and Sub-Categories
Table 38. Sandwich Type Categories and Sub-Categories
Table 39. Distributions of Servings by Demographics — Total Restaurants (part 1)
Table 40. Distributions of Servings by Demographics — Total Restaurants (part 2)
Table 41. Distributions of Servings by Demographics — Total Quick Service Restaurant Segment (part 1)
Table 42. Distributions of Servings by Demographics — Total Quick Service Restaurant Segment (part 2)
Table 43. Distributions of Servings by Demographics — Total Full Service Restaurant Segment (part 1)
Table 44. Distributions of Servings by Demographics — Total Full Service Restaurant Segment (part 2)
Table 45. Sandwich Distributions by Region for 2002
Table 46. Distribution of Sandwich Servings by Census Region — Total Restaurants
Table 47. Distribution of Sandwich Servings by Census Region — Total Quick Service Restaurant Segment
Table 48. Distribution of Sandwich Servings by Census Regions — Quick Service Restaurant Retail Group
Table 49. Distribution of Sandwich Servings by Census Regions — Convenience Stores
Table 50. Distribution of Sandwich Servings by Census Region — Other QSR Retail Category (includes Supermarkets)
Table 51. Share of Total Sandwich/Burgers for Total Restaurants and Chain Restaurants
Table 52. Share of Total Sandwich/Burgers for QSR (part 1)
Table 53. Share of Total Sandwich/Burgers for QSR (part 1)
Table 54. Share of Total Sandwich/Burgers for QSR (part 2)
Table 55. Share of Total Sandwich/Burgers for QSR (part 3)
Table 56. Share of Total Sandwich/Burgers for QSR (part 4)
Table 57. Share of Total Sandwich/Burgers for QSR (part 5)
Table 58. Share of Total Sandwich/Burgers for QSR Retail Group
Table 59. Share of Total Sandwich/Burgers for Full Service Restaurant
Table 60. Influence of Various Marketing Factors on Sandwich Purchases
Table 61. More Likely to Buy a Sandwich from a Place with a Drive-Thru Window?
Table 62. Distribution of Sandwich Serving by Service Mode: Total Restaurants
Table 63. Distribution of Sandwich Serving by Service Mode: Total QSR Segment
Table 64. Distribution of Sandwich Serving by Service Mode: QSR Sandwich/Mexican Group
Table 65. Distribution of Sandwich Serving by Service Mode: Hamburger Category & Other Sandwich Category
Table 66. Distribution of Sandwich Serving by Service Mode: QSR Mexican Category & Bakery Category
Table 67. Distribution of Sandwich Serving by Service Mode: Deli Category & Chicken Category
Table 68. Distribution of Sandwich Serving by Service Mode: QSR Pizza & Seafood Category
Table 69. Distribution of Sandwich Serving by Service Mode: QSR Asian & Varied Menu Categories
Table 70. Distribution of Sandwich Serving by Service Mode: Frozen Sweets & Donut Categories
Table 71. Distribution of Sandwich Serving by Service Mode: Bagel & Bakery Snack Categories
Table 72. Distribution of Sandwich Serving by Service Mode: Gourmet Coffee/Tea & Other Snack Categories
Table 73. Distribution of Sandwich Serving by Service Mode: Amusement & QSR Retail Categories
Table 74. Distribution of Sandwich Serving by Service Mode: Convenience Store & All Other Retail Categories
Table 75. Distribution of Sandwich Serving by Service Mode: Total FSR Segment & FSR Midscale Group
Table 76. Top Things Taken into Consideration when Buying a Sandwich from a Fast Food Outlet
Table 77. Rank Order of Top Things Consumers Consider when Buying a Sandwich from a Fast Food Outlet
Table 78. How Often Do Consumers Try Different Things at Fast Food Outlets?
Table 79. Typical Size of Sandwich Purchased from Fast Food Outlets
Table 80. Top Things Taken into Consideration When Buying a Sandwich from a Sub/Sandwich Shop
Table 81. Rank Order of Top Things Consumers Consider when Buying a Sandwich from a Sub/Sandwich Shop
Table 82. Top Things Taken into Consideration when Buying a Sandwich at a Casual Restaurant
Table 83. Rank Order of Top Things Consumers Consider when Buying a Sandwich at a Sit-Down Restaurant
Table 84. How Often Do Consumers Try Different Sandwiches at Casual Restaurants?
Table 85. Typical Size of Sandwich Purchase at Casual Restaurants
Table 86. Top Things Taken into Consideration when Buying a Sandwich at a Sit-Down Restaurant
Table 87. Rank Order of Top Things Consumers Consider when Buying a Sandwich at a Sit-Down Restaurant
Table 88. How Often Do Consumers Try Different Sandwiches at Sit-Down Restaurants?
Table 89. Typical Size of Sandwich Purchase at Sit-down Restaurants
Table 90. Top Things Taken into Consideration when Buying a Sandwich from a Gourmet Food Shop
Table 91. Top Reasons Consumers Buy Sandwiches from Supermarket Delis
Table 92. Top Reasons Retailers Think Consumers Buy Sandwiches from Supermarket Delis
Table 93. Main Reasons for Buying Sandwiches at Supermarket Sandwich Programs (Consumer vs. Retailer Responses)
Table 94. Main Reason for Not Buying More Sandwiches from Supermarket Delis
Table 95. Top Things Taken Into ConsiderationWhen Buying a Sandwich from a Supermarket Sandwich Program
Table 96. Rank Order of Top Things Consumers Consider When Buying a Sandwich at a Supermarket Sandwich Program
Table 97. How Often Do Consumers Try Different Sandwiches from Supermarket Delis/Foodservice Counters?
Table 98. Typical Size of Sandwich Purchase from Supermarket Delis/Foodservice Counters
Table 99. Does Your Supermarket Deli Have Pre-Made Sandwiches?
Table 100. Location of Sandwich Program
Table 101. Labor for Sandwich Program
Table 102. Is Your Store a Destination Location for Sandwiches?
Table 103. Whose Program is Destination Sandwich Program Modeled After?
Table 104. Have Cash Register in Foodservice Area? (Percent Saying “Yes”)
Table 105. Branded Sandwich Program by Type of Retailer
Table 106. Prevalence of Packaging Used and Average Percentage of Sandwiches Wrapped Using Certain Packaging
Table 107. Packaging Used for Sandwiches
Table 108. Shelf-Life of Sandwiches
Table 109. Percent of Retailers Saying Customers Can Buy Sandwiches at Self-Serve Deli, Service Deli or by Phone
Table 110. Percent of Retailers Saying Customers Can Order Sandwiches by Fax, Buy at an In-Store Kiosk, or Order by E-Mail
Table 111. Sources for Sandwich Program Ingredients
Table 112. Sources for Ingredients for Sides — by Store Type
Table 113. Sources for Deli/Meats/Poultry — by Store Type
Table 114. Sources for Cheese — by Store Type
Table 115. Sources for Bread — by Store Type
Table 116. Number of Standard Varieties of Sandwiches Offered
Table 117. How Many Ounces of Meat are Used in a Typical Sandwich?
Table 118. Is Deli Meat and Cheese Used for Sandwich Program Weighed? Pre-Portioned?
Table 119. Percent Saying Meat/Cheese for Sandwich Program is Not Pre-Portioned — by Store Type
Table 120. Where Deli Meat/Cheese That is Used for Sandwich Program is Sliced
Table 121. Where Meat/Cheese for Sandwich Program Sliced — by Store Type
122. Size of Sandwiches Offered
Table 123. Top-selling Meats for Sandwiches
Table 124. Top-Selling Cheeses for Sandwiches
Table 125. Top-selling Breads for Sandwiches
Table 126. Can Customers Order Drinks with Sandwich?
Table 127. Drinks Ordered Most Frequently with Sandwiches
Food Items Ordered Most Frequently with Sandwiches
Table 129. Average Percent of Sandwich Sales from Cold or Hot Sandwiches — by Store Type
Table 130. Gross Margin Percent for Sandwich Department — by Store Type
Table 131. Average Price of Sandwiches
Table 132. Price of Meat and Cheese Sandwiches
Table 133. Average Price Charged for Meat Sandwiches
Table 134. Price of Vegetarian Sandwiches
Table 135. Price of Breakfast Sandwiches
Price Increase for Sandwiches Using High-End Breads or Rolls
Table 137. Day Part Sales — Retail Food Stores
Average Day Part Sales — by Store Type
Table 139. Trend in Sandwich Sales over Past 2 Years
Table 140. Distribution of Total Sandwich Servings in Restaurants (Excluding Burgers)
Table 141. Distribution of Sandwich Sales by Weekpart — Year Ending December 2002
Table 142. Trend in Ingredient Changes over Past 2 Years
Table 143. Are More Consumers Requesting Natural Products?
Table 144. Are More Consumers Requesting Organic Products?
Table 145. Are More Consumers Requesting Soy-Based Products?
Table 146. How Much of a Competitor to Your Sandwich Program are Sub Shops?
Table 147. How Much of a Competitor to Your Sandwich Program are Fast Food Outlets?
Table 148. How Much of a Competitor to Your Sandwich Program are Sandwich Shops?
Table 149. How Much of a Competitor to Your Sandwich Program are Other Supermarkets?
Table 150. How Much of a Competitor to Your Sandwich Program are Convenience Stores?
Table 151. How Much of a Competitor to Your Sandwich Program are In-Store Restaurants/Foodservice Outlets?
Table 152. How Much of a Competitor to Your Sandwich Program are Bakery Cafes?
Table 153. How Much of a Competitor to Your Sandwich Program are Sit-down Restaurants?
Table 154. How Much of a Competitor to Your Sandwich Program are Quick/Casual Restaurants?
Table 155. How Much of a Competitor to Your Sandwich Program are Home-Made Sandwiches?
Table 156. Have a Formal Marketing Plan for Sandwich Program?
Table 157. Market Specifically to Males, Office Workers, Females, Working Parents — by Store Type and Region
Table 158. Market Specifically to Young Adults, Teens, Kids — by Store Type & Region
Table 159. Market Specifically to Seniors, Specific Ethnic Populations, Jews, Vegetarians
Table 160. Percent Using Menu Boards, Case Signs & Free-Standing Boards/Signage to Market Their Sandwich Program
Table 161. Percent Using Flyers, Newspapers, Coupons to Market Their Sandwich Program
Table 162. Percent Using PA Announcements and TV/Radio to Market Their Sandwich Program
Summary Biggest Competitors for Retailers’ Sandwich Programs
Figure 1. Percent of Consumers Who Buy Sandwiches from Various Places
Figure 2. Sandwich Eating Trends over Past 2 Years — by Age
Figure 3. Sandwich Eating Trends over Past 2 Years — by Area
Figure 4. Number of Sandwiches Eaten Each Week
Figure 5. Number of Sandwiches Purchased away from Home Each Week
Figure 6. Number of Sandwiches Purchased from Supermarket Deli/Foodservice Counter Each Month
Figure 7. Number One Factor in Deciding Why Consumers Eat a Sandwich Instead of a Meal
Figure 8. How Consumers Think about the Parts of a Sandwich
Figure 9. How Often Customers Try Different Types of Ingredients on Their Sandwiches
Figure 10. Influence of Various Factors on Sandwich Purchases
Figure 11. The Importance of Having a Good Reputation
Figure 12. The Importance of the Place Being Familiar
Figure 13. The Importance of Drive-Thru Availability
Figure 14. The Importance of Convenient Parking
Figure 15. The Importance of Made-to-Order
Figure 16. Usually Use Drive-Thru or Go Inside
Figure 17. Where Consumers Usually Eat Fast Food
Types of Branded Products
Figure 19. Ways Customers Can Purchase Sandwiches from Supermarket Programs
Types of Drinks Ordered Most Frequently with Sandwiches
Figure 21. Types of Sides Ordered Most Frequently with Sandwiches
Figure 22. Percent of Sandwich Sales Coming from Cold Sandwiches
Figure 23. Percent of Sandwich Sales Coming from Hot Sandwiches
Figure 24. Competitors to Supermarket Sandwich Program
Figure 25. Percent of Retailers Who Market to These Specific Targets
Figure 26. Various Marketing Tactics Used by Retailers