Market Insights Study: Consumer Hashbrown Trends

Hash Brown Market Insights Study
Sample
Client XYZ | October 1 – December 31, 2013
Building a Marketing & Engagement Roadmap

Pentonmarketingservices.com | 2Pentonmarketingservices.com | 2
Analyze data from key conversations happening online that provide
feedback on hash browns at 7 key restaurant operators:
 Competitor 1
 Competitor 2
 Competitor 3
 Competitor 4
 Competitor 5
 Competitor 6
 Competitor 7
 Deliver data and insights to assist in enhancing the position of hash
brown product to key Client XYZ customers
 Determine the relationship of consumer feedback around hash
browns and the resulted brand loyalty it delivers for Client XYZ
customers
 Understand any potential feedback that can be used to enhance the
Client XYZ hash brown product
 What consumer/operator needs are trending that can be seen as
potential threats to Client XYZ’s product
Study Objectives
We focus on:
Audience
Analysis
Who is most active and
what they are saying?
What does your audience care
about, any pain points, what
influences them to buy?
Content
Needs
What content is
influencing the market
and where?
Where is content resonating
(social media, forums, etc.)
Find brand
advocates/influencers. Assess
client’s current content.
Alignment of
Marketing
Campaigns
Where should your
brand focus online?
What is the right media mix,
what new marketing channels
provide opportunity?

Pentonmarketingservices.com | 3
Study Methodology
How we collect, review and present insights & data to ultimately drive your ROI
MONITOR
Using a combination of robust 3rd party tools and manual search performed by our experienced
analysts, we look across all online media types (blogs, forums, social media channels and mainstream
news sources) during a specific time period, based on study objectives & goals.
ANALYZE & ASSESS
Findings are explored, insights are identified, opportunities are outlined and your current content is
reviewed.
This collaboration of qualitative and quantitative research results in the findings that are published in
this report. We align insights with marketing recommendations and provide a path of execution for you
to use this data moving forward.
The Penton Advantage
After identifying key insights we are able to validate and/or expand on the
findings with Penton’s own industry experts.
SO WHAT? Our experts are already connecting and engaging with your target
audiences so they provide information no other firm can give you access to.

Final Study Outline
HASH BROWN INDUSTRY OVERVIEW
 Overall Mentions
 Competitive Share of Voice
 Popular Online Destinations
RESTAURANT CHAINS
 Brand Infographic
 Sample Posts
 Competitor 1
 Competitor 2
 Competitor 3
 Competitor 4
 Competitor 5
 Competitor 6
 Competitor 6 vs. Competitor 7
 Competitor 6 vs. Competitor 1
 Competitor 7
APPENDIX
 Extra data points

Overall Mentions
Restaurant Chain Share of Voice
Top Online Contributors
How Consumers Talk about Hash Browns
Hash Brown Overview

Hash Brown Mentions
More than 8,700 mentions of the brand names and hash brown iterations were analyzed from October
1 through December 31, 2013.
73%
19%
1% 3% 4%
Top Social Channels
Twitter
Facebook
Mainstream News
Blogs
Forums
40%
30%
21%
9%
Age
18-24
25-34
35-55
55+
35%
19%9%
27%
10%
Region Breakdown
California
New York
Georgia
Texas
Florida
58%
42%
Gender Breakdown
Female
Male

More than 8,700 mentions of the brand names and hash brown
iterations were analyzed from October 1 through December 31, 2013.
Competitor 6 holds the
majority of
mentions, with
Competitor 4 and
Competitor 2with high
popularity, too.
At Competitor 4, the
majority of mentions are
from women, at 62% on
Twitter.
Competitor 5 received
positive mentions
around their “semi-
crispy” hash browns.
The cooking style – on
the grill – is favored to
get the “perfect crispy
outside and soft inside”
that customers enjoy.
New Year’s Day
brought the biggest
spike in
mentions, people eating
after a big night.
Competitor 6 is most
notably mentioned
around the various
toppings for their hash
browns.
Restaurant Chain Share of Voice
TOTAL MENTIONS
 Competitor 1: 158
2%
13%
2%
24%
3%
55%
1%
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 6
Competitor 7

More than 8,700 mentions of the brand names and hash brown
iterations were analyzed from October 1 through December 31, 2013.
Most people posting
about hash browns
and these chains on
Twitter are between
the age of 21 and 34.
Twitter posts often
include hashtags such
as:
#hashbrowns, #breakf
ast, #omelet, #hungry,
which is where most
mentions come from.
Facebook provides an
opportunity for people
to share their daily
activities, of which
eating hash browns is
generally involved.
These are usually not
filled with much
sentiment.
Where the Mentions Originate
73%
19%
1% 3% 4%
Top Social Channels
Twitter
Facebook
Mainstream News
Blogs
Forums

Top Online Destinations
Urbanspoon is a dedicated review site of
restaurants and food in different regions.
Mobile reviews are very popular on this site.
Yelp is also a dedicated
restaurant, shop, venue review site.
Reviewers are generally between 20-40.
Roadfood
Website with resources for those traveling
and needing restaurant and food
ideas, and forums for those discussions.
Chowhound is a top forum for discussion
about food, restaurants, recipes, etc.

CONSUMERS EAT HASH BROWNS WITH…
Hash browns are most often being consumed at
breakfast, generally with bacon and eggs, and
usually with something indulgent, such as
pancakes or waffles.
TASTE VS. TEXTURE
Texture of the hash browns – crispy, golden brown
outside with a soft inside – is commented on
most, with little mention of taste.
 Customers enjoy what they cover their hash
browns with (similar to what Competitor 6
offers) – smothered, covered, etc.
PERPARATION
Negative sentiment in relation to hash browns
generally pertains to how they are prepared
(not cooked thoroughly.)
 “Preformed” is a frequently mentioned
keyword. Customers do not prefer hash
browns that are preformed and sometimes
precooked.
SHREDDED HASH BROWNS
 Consumers prefer shredded hash browns
 Competitor 5, Competitor 4 and most notably
Competitor 6 are cited most for having
shredded hash browns - as opposed to the
diced, home-fried type other venues serve.
SUBSTITUTIONS & UPCHARGES
Consumers harp on:
 upcharges for additional toppings on their hash
browns
 restaurants not allowing a substitution of hash
browns for another item
AUDIENCE AGE DIFFERS BY RESTAURANT
51+ Competitor 7, Competitor 1, Competitor 5
18-35 Competitor 2, Competitor 3, Competitor 4, Competitor 6
Under 21 Not much activity
ONLINE DESTINATIONS & CONTENT
 Twitter & Facebook: updates about what
people are eating at the restaurants
 Forums and online review sites: restaurants
as a whole, or specific food
Industry Analysis
Shredded hash browns seem to be the favorite

Industry Analysis Cont’d
COMPARISONS TO COMPETITOR 6
 Its menu is frequently mentioned
 Consumers rave about different ways they
can get their hash browns, and visit
Competitor 6 simply for this experience.
 Hash brown options: smothered
(w/onions), covered (w/cheese), chunked
(w/ham),
“all the way” (w/everything)
AUDIENCE: BODYBUILDERS
A unique audience, as they’re looking for
breakfasts with the most amount of
calories, carbs and protein. Often
recommended are chains, such as Competitor
4 and Competitor 2.
HASHTAGS & HASHBROWNS
There are over 5,000 references of hash
browns and hashtags in the same
sentence/tweet. This reflects an opportunity for
humor and an engaging marketing ploy.
RECIPIES & HOMEMADE HASH BROWNS
Consumers try to replicate Competitor 6 hash
browns and often share recipes and
techniques online, as with other chains’ hash
browns.
Competitor 5 and Competitor 6 hash brown
recipe is also shared throughout social
channels, mainly Twitter,
and forums.

PREPERATION UPCHARGES
SHREDDED HASH BROWNS
Taste vs. Texture: Sample Posts
Shredded hash browns, how they’re prepared, and what customers eat them
with

Positive Sentiment Hash Brown Tweets

What Consumers Eat Hash Browns With…
 Most often, people order hash browns on
the side of their eggs, with bacon and
pancakes
 Substitutions for other items with hash
browns is a popular topic, especially if
restaurants don’t allow substitutions (or at
least those free of cost). Consumers have
chosen to get extra hash browns.
I’ve had home fries all over in the states for
many years, and in Mexico and Canada too!
Some of the chains, like Competitor 5 and
Competitor 2, do hash browns really well.
Lovely with a dippy egg and lots of ketchup.
I am also a fan of (redacted)’s has browns….
Sides

How Consumers Talk About Their Hash Browns
“…I would love some… shredded hash
browns…”
“…smothered, covered, & chunked…”
“…get those hash browns chunked (with ham)
and extra crispy…”
Hash Brown Type

Hash Browns vs. Home Fries/Breakfast Potatoes
33,715
268,799
5,736 731
Home Fries Hash Browns Potato
Pancakes
Breakfast
Potatoes
 Hash browns lead mentions from
October – Dec. 31
 Other variations included are mentioned as
alternatives by a very small majority
 Hash browns and home fries were
mentioned in the same post 962 times, and
the majority of these posts came from
Twitter, second Facebook
 Majority of posts express that either hash
browns are better than home fries OR
confusion around what the difference
between the two is

HOME FRIES
Age
Gender
Hash Browns vs. Home Fries Demographics
HASH BROWNS
Age
Gender
Boolean used: “hash browns” OR “hashbrowns;” “home fries”

Hash Browns vs. Home Fries
Competitor 4 and Competitor 5 are mentioned most in regards to home
fries, Competitor 1 is third.
 Hash browns are preferred because of the crunchy factor that the customer receives
 Other patrons like home fries better, but only with the peppers and onions
 Customers use caution when ordering home fries at restaurants because they’re afraid they won’t
be cooked well – uncooked (fresh potatoes) or hard vs. crispy outside and good flavor.
72, 58.54%
40, 32.52%
5, 4.07%
6, 4.88%
Is there a difference between hash browns and home fries other
than the way they look
I haven’t had has browns since I was a kid and they were
(redacted)s so they weren’t “real” hash browns I suppose
But I heard you take a baked potato, chop it up and put it in a pan
for home fries and tried that and it was pretty good
Shoestring hashbrowns are at the bottom of the breakfast potato
hierarchy imo, even though those pictures above look amazing.
Homefries and (redacted) style hashbrown patties are superior to
shoestring hash.

 Competitor 1
 Competitor 2
 Competitor 3
 Competitor 4
 Competitor 5
 Competitor 6
 Competitor 6 Vs. Competitor 1
 Competitor 6 Vs. Competitor 7
 Competitor 7
For Each Brand:
 Brand Summary/Infographic
 Overall Brand Mentions
 Demographics & Audience Segments
 Sample Posts
Restaurant Chains

11%
52%
17%
20%
51+
36-50
21-35
Under 20
Hash Brown Breakdown
73% of all social
mentions come from
Twitter
Enjoyed Most with…
Eggs
35%
Bacon
34%
Consumer
Preference
vs
Hash browns
Home fries
Share of Voice
Age Breakdown
Consumer Feedback
 Do not “pre-form” or precook
 Make sure they’re crispy
 Prefer shredded
 Like option to add toppings
Competitor 2
AND hash browns #bacon
“If you come to
Competitor 2 and
don’t get hash
browns ON your
sandwich. You
haven’t lived.”
@bridgettepreece
Age BreakdownTarget younger
crowds due to
their frequent
social media use
and late night
attendance.
42%
Gender
Breakdown
58%
13%
1%
3%
24%
2%
2%
55%
Competitor 2
Competitor 7
Competitor 5
Competitor 4
Competitor 3
Competitor 1
Competitor 6
268,799
33,175
40%
30%
21%
9%
55+
35-55
25-34
18-24
1,135
46
266
2,113
180
158
4,815
MENTIONS

c
Competitor 2’s Sample Posts

8%
50%
17%
25%
51+
36-50
21-35
Under 20
73% of all social
mentions come from
Twitter
Eggs
35%
Bacon
34%
Consumer
Preference
vs
Hash browns
Home fries
Share of Voice
Age Breakdown
Consumer Feedback
 Prefer shredded
Competitor 3
AND hash browns
“I felt like I was
eating at a friends
house.”
- rednecktrucker
crowds due to
their frequent
social media use
and late night
attendance.
z
48%
Gender
Breakdown
52%
268,799
33,175
40%
30%
21%
9%
55+
35-55
25-34
18-24
Boolean Search Data: “hashbrowns” OR “hash browns” AND (“Competitor 4” OR “Competitor 2” OR “Dennys” OR “Competitor 5” OR “Competitor 1” OR
“Competitor 7”
OR “Competitor 3” OR “Competitor 6”) Report Range: October 2013 – December 2013
1,135
46
266
2,113
180
158
4,815
MENTIONS
Most referenced with their
stuffed hash
browns, although they
aren’t emphasized on
Facebook.
reviews of Competitor 3
are made mostly by
families.
13%
1%
3%
24%
2%
2%
55%
Competitor 2
Competitor 7
Competitor 5
Competitor 4
Competitor 3
Competitor 1
Competitor 6

c
c
Competitor 3 Sample Posts

18%
59%
13%
10%
51+
36-50
21-35
Under 20
73% of all social
mentions come from
Twitter
Eggs
35%
Bacon
34%
Consumer
Preference
vs
Hash browns
Home fries
Share of Voice
Age Breakdown
Consumer Feedback
 Prefer shredded
Competitor 4
AND hash browns
crowds due to
their frequent
social media use
and late night
attendance.
z
43%
Gender
Breakdown
57%
268,799
33,175
40%
30%
21%
9%
55+
35-55
25-34
18-24
Boolean Search Data: “hashbrowns” OR “hash browns” AND (“Competitor 4” OR “Competitor 2” OR “Dennys” OR “Competitor 5” OR “Competitor 1” OR
“Competitor 7”
OR “Competitor 3” OR “Competitor 6”) Report Range: October 2013 – December 2013
1,135
46
266
2,113
180
158
4,815
MENTIONS
 Younger audiences
frequent Competitor 4 the
most.
 Customers prefer the
indulgent menu items:
pancakes, country fried
steak, waffles…
with hash browns on the
side.
“I think one of my
favorite foods would
be those
hashbrowns at
Competitor 4. To die
for.”
@fuccab
13%
1%
3%
24%
2%
2%
55%
Competitor 2
Competitor 7
Competitor 5
Competitor 4
Competitor 3
Competitor 1
Competitor 6

c
c

9%
30%
20%
41% 51+
36-50
21-35
Under 20
73% of all social
mentions come from
Twitter
Eggs
35%
Bacon
34%
Consumer
Preference
vs
Hash browns
Home fries
Share of Voice
Age Breakdown
Consumer Feedback
 Prefer shredded
Competitor 5
AND hash browns
crowds due to
their frequent
social media use
and late night
attendance.
Older crowds will
remain a huge
draw for
Competitor 5.
z
49%
Gender
Breakdown
51%
268,799
33,175
40%
30%
21%
9%
55+
35-55
25-34
18-24
1,135
46
266
2,113
180
158
4,815
MENTIONS
“How good do hash
browns sound right
now?? Not the
(redacted)s one the
ones like Competitor
5”
@bruseruse
Had highest ratings on:
as compared to competitors.
13%
1%
3%
24%
2%
2%
55%
Competitor 2
Competitor 7
Competitor 5
Competitor 4
Competitor 3
Competitor 1
Competitor 6

c
c

c
Competitor 6 Analysis
 Consumers rave about all the different ways they can get their hash browns and will visit a
Competitor 6 just for this hash brown experience.
 People even discuss how far they will drive to get to a Competitor 6 to try the hash browns.
 Above all other restaurants, customers are enthusiastically loyal to Competitor 6

Competitor 6 Demographics & Audience Segments
 Largest age group is 21-35, most
often discussing hash browns and
indulgent menu items
 Customers offer tips on how to
order the hash browns on review
sites
Age
Gender

c

c
Competitor 6 Sample Posts (cont)

Competitor 6
 Audience skews younger
 Enthusiastically discuss different ways
hash browns are eaten
 Mentions of other indulgent items for
breakfast, lunch and dinner
Age
Competitor 6 vs. Competitor 7
Competitor 7
 Largest audience segment is 50+, higher
than Competitor 6 and other restaurant
chains
 Discussions surround the atmosphere of
restaurant rather than food
 Most discussed food is crepes and pies,
not hash browns or other breakfast food
Age

c
c
Competitor 6 vs. Competitor 7 Hash Browns
Competitor 6
“Great hash browns!”
Competitor 7
“Hash browns had been smashed flat in an
attempt to cook more quickly. Barely colored
up and dry.”
4817
42
Competitor 6
Competitor 7
Total “hash brown” Mentions

Competitor 6
 Mentions of Competitor 6 hash browns
are positive and frequently about the
way they are covered.
 The experience customers have with
hash browns influences what they think
about the rest of the food in a positive
way.
Age
Competitor 6 vs. Competitor 1
Competitor 1
 Most active audience segment is older
audience, 36 and above, compared to other
chains with active audiences 35 and below.
 Mentions of hash browns after the product
switch in November 2012 are more
negative than before.
Age

c
c
Competitor 6 vs. Competitor 1 Hash Browns
Competitor 6
“You know you love a chain…when you are wiling to
drive 30 miles each way to get coffee, a waffle and
hashbrowns.”
Competitor 1
“Hash browns looked good, tasted burnt.”
4817
111
Competitor 6
Competitor 1
Total “hash brown” Mentions

Additional Restaurant Chains Being Discussed
(Redacted)’s breakfast is often discussed – the hash browns are mentioned sometimes, but more so
as it relates to the hash brown casserole (which receives positive marks)

Competitor 7 Sentiment is Fairly Positive
 Sentiment around Competitor 7’s current breakfast menu, specifically the hash browns, is
positive, however there are mixed reviews as well just as with any restaurant chain
 Overall, people enjoy Competitor 7 because of the good service they receive
 Breakfast is positively reviewed, aside from remarks about the food being “average”
 The most positive remarks, especially from Urbanspoon are about the Competitor 7’s pies and the
kind service
 Compared the most to Competitor 2 for atmosphere and sometimes food; “western Competitor 2”

 Male to female ratio of conversation
participation is fairly equal
 Competitor 7 skews to an older audience
 These people discuss more of the
atmosphere than the food
 The most recommended breakfast option is
the crepes
Age
Gender

Perception of Competitor 1 Before & After Switch
 Data cannot be found for mentions of the
hash brown product switch right after it
happened, there were only 158 mentions of
Competitor 1’s hash browns and they were
mostly positive on social channels.
 A few mentions of Competitor 1 hash
browns included them not being prepared
well, however people said they looked
good.

 Ages 36-50 generate most mentions which
usually come from blogs, forums or
Facebook rather than Twitter
 Discuss service and quality of food in more
detail
 Younger mentions are usually Foursquare
check-ins
 Females hold the slightest majority of
conversations around Competitor 1
 Females tend to post on social channels
more about going to restaurants
Age
Gender

PRE
POST
c
c
Competitor 1: Pre and Post-Switch Sample Posts

Market Insights Study: Consumer Hashbrown Trends

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Editor's Notes