Below is an Example of a Scarborough Local Market Report

Scarborough
PRIME Lingo Profile Report

Market/Release: Los Angeles, CA 20XX Release 1 Total (Feb 20XX - Jan 20XX)

Base: Total Adults 18+ Projected: 13,570,000 Respondents: 8,975

Target: 91730 10 Mile: Total Trade Area

Projected: 1,949,000 Respondents: 1,239 Percent of Base: 14%

743,881 Los Angeles adults, or 6%, have visited a

There are 13.5 million
adults 18+ in Los
Angeles, of which 1.9
million, or 14%, reside
within a 10-mile radius
of the 91730 zip code.
Quick Service Restaurant one time in the past 30 days. 14% of Los Angeles
adults that have
105,504 adults, or 5%, of adults residing within a 10 -mile radius of
visited a QSR one
the 91730 zip code have visited a QSR one time in the past 30 days.
time in the past 30
Adults residing within a 10-mile radius of the 91730 zip code index at 99 days reside in a 10-
for dining one time at a QSR in the past 30 days, meaning they are 1% less mile radius of the
likely to have only dined once at a QSR in the past 30 days than 91730 zip code.
the average adult in Los Angeles.

Base Pop Base % Target Pop Target % Index Row %

Base Total 13,570,000 100% 1,949,000 100% 100 14%

No. of times used quick service

restaurant past 30 days
1 time 743,000 6% 106,000 5% 99 14%
2 times 1,252,000 9% 155,000 8% 86 12%
3 times 1,326,000 10% 139,000 7% 73 11%
4 times 1,100,000 8% 172,000 9% 109 16%
5 times 1,244,000 9% 160,000 8% 89 13%
6 - 9 times 3,091,000 23% 468,000 24% 105 15%
10 or more times 3,530,000 26% 584,000 30% 115 17%
None 1,282,000 9% 167,000 9% 90 13%

Copyright Scarborough 2013 Proprietary and Confidential.

 Local Market Report Example (Contd)

No. of times used sit-down restaurant

past 30 days
1 time 1,453,000 11% 196,000 10% 94 14%
2 times 1,866,000 14% 257,000 13% 96 14%
3 times 1,843,000 14% 279,000 14% 105 15%
4 times 1,487,000 11% 223,000 12% 105 15%
5 times 1,126,000 8% 164,000 8% 101 15%
6 - 9 times 1,744,000 13% 274,000 14% 109 16%
10 or more times 1,413,000 10% 188,000 10% 92 13%
None 2,637,000 19% 369,000 19% 97 14%

Types of restaurants used past 30 days

Any Chinese restaurant 5,263,000 39% 753,000 39% 100 14%
Any coffee house/coffee bar 2,237,000 17% 303,000 16% 94 14%
Any French restaurant 420,000 3% 35,000 2% 58 8%
Any Italian restaurant 2,674,000 20% 295,000 15% 77 11%
Any Mexican restaurant 6,166,000 45% 922,000 47% 104 15%
Any other Asian restaurant 2,223,000 16% 227,000 12% 71 10%
Any pizza restaurant 3,255,000 24% 517,000 27% 111 16%
Any seafood restaurant 1,974,000 15% 219,000 11% 77 11%
Any steakhouse 1,789,000 13% 250,000 13% 97 14%
Any upscale restaurant 1,712,000 13% 178,000 9% 73 10%

Quick service restaurants used

past 30 days
Arby's 731,000 5% 80,000 4% 76 11%
Baja Fresh 545,000 4% 42,000 2% 53 8%
Baker's Burgers 312,000 2% 164,000 8% 366 53%
Baskin-Robbins 609,000 5% 61,000 3% 70 10%
Boston Market 125,000 1% 20,000 1% 108 16%
Burger King 1,962,000 15% 311,000 16% 110 16%
Carl's Jr. 4,074,000 30% 700,000 36% 120 17%

Copyright Scarborough 2013 Proprietary and Confidential.

 Local Market Report Example (Contd)

Chick-fil-A 1,118,000 8% 230,000 12% 143 21%

Chipotle 1,536,000 11% 243,000 13% 110 16%
Church's Chicken 474,000 4% 87,000 5% 128 18%
Coffee Bean & Tea Leaf 715,000 5% 75,000 4% 73 11%
Cold Stone Creamery 429,000 3% 76,000 4% 124 18%
Dairy Queen 392,000 3% 91,000 5% 162 23%
Del Taco 2,957,000 22% 617,000 32% 145 21%
Domino's Pizza 1,450,000 11% 185,000 10% 89 13%
El Pollo Loco 3,128,000 23% 409,000 21% 91 13%
Five Guys Burgers and Fries 552,000 4% 81,000 4% 102 15%
Green Burrito 192,000 1% 21,000 1% 77 11%
In-N-Out Burger 4,508,000 33% 697,000 36% 108 16%
Jack in the box 3,962,000 29% 654,000 34% 115 17%
Jamba Juice 904,000 7% 137,000 7% 106 15%
KFC 2,142,000 16% 325,000 17% 106 15%
Little Caesars 1,653,000 12% 278,000 14% 117 17%
Long John Silver's 207,000 2% 24,000 1% 81 12%
McDonald's 5,846,000 43% 916,000 47% 109 16%
Panda Express 2,430,000 18% 288,000 15% 82 12%
Panera Bread 1,048,000 8% 164,000 8% 109 16%
Papa John's Pizza 772,000 6% 100,000 5% 90 13%
Pick Up Stix 379,000 3% 75,000 4% 137 20%
Pinkberry 237,000 2% 23,000 1% 67 10%
Pizza Hut 1,894,000 14% 271,000 14% 100 14%
Popeyes 616,000 5% 70,000 4% 79 11%
Qdoba 98,000 1% 7,000 0% 48 7%
Quizno's 537,000 4% 43,000 2% 56 8%
Rubio's 4,379,338,000 3% 45,000 2% 71 10%
Starbucks 3,021,000 22% 457,000 23% 105 15%
Subway 4,440,000 33% 612,000 31% 96 14%

Copyright Scarborough 2013 Proprietary and Confidential.

 Local Market Report Example (Contd)

Taco Bell 3,086,000 23% 461,000 24% 104 15%

Wendy's 1,310,000 10% 220,000 11% 117 17%
Wienerschnitzel 1,130,000 8% 249,000 13% 154 22%
Wingstop 337,000 3% 37,000 2% 76 11%
Yogurtland 906,000 7% 82,000 4% 63 9%
Yoshinoya 863,000 6% 89,000 5% 72 10%
Other quick service restaurant 2,112,000 16% 343,000 18% 113 16%
Any quick service restaurant past 30 days 12,288,000 91% 1,783,000 92% 101 15%

Sit-down restaurants used past 30 days

Acapulco 515,000 4% 48,000 2% 64 9%
Applebee's 989,000 7% 183,000 9% 129 19%
BJ's 868,000 6% 128,000 7% 103 15%
Black Angus 541,000 4% 92,000 5% 119 17%
Buca di Beppo 263,000 2% 21,000 1% 54 8%
California Pizza Kitchen 814,000 6% 62,000 3% 53 8%
Carrows Restaurants 402,000 3% 75,000 4% 130 19%
The Cheesecake Factory 1,131,000 8% 144,000 7% 89 13%
Chili's 1,224,000 9% 220,000 11% 125 18%
Chuck E Cheese's 525,000 4% 102,000 5% 135 19%
Claim Jumper 571,000 4% 79,000 4% 96 14%
Cocos 771,000 6% 147,000 8% 133 19%
Denny's 2,349,000 17% 416,000 21% 123 18%
El Torito 908,000 7% 116,000 6% 89 13%
Golden Corral 145,000 1% 20,000 1% 96 14%
Hooters 266,000 2% 46,000 2% 121 17%
IHOP 1,903,000 14% 268,000 14% 98 14%
Islands Restaurant 734,000 5% 85,000 4% 81 12%
Logan's Roadhouse 71,000 1% 14,000 1% 138 20%
Macaroni Grill 389,000 3% 36,000 2% 66 9%
Marie Callender's 866,000 6% 125,000 6% 100 14%

Copyright Scarborough 2013 Proprietary and Confidential.

 Local Market Report Example (Contd)

Mimi's Cafe 976,000 7% 159,000 8% 113 16%

Norms 842,000 6% 142,000 7% 118 17%
Olive Garden 1,681,000 12% 234,000 12% 97 14%
Outback Steakhouse 686,000 5% 83,000 4% 84 12%
P.F. Chang's 588,000 4% 66,000 3% 78 11%
Red Lobster 693,000 5% 97,000 5% 97 14%
Red Robin 695,000 5% 109,000 6% 110 16%
Round Table Pizza 418,000 3% 75,000 4% 126 18%
Shakey's 759,000 6% 116,000 6% 107 15%
Sizzler 915,000 7% 120,000 6% 91 13%
Souplantation 739,000 5% 87,000 5% 82 12%
T.G.I. Friday's 603,000 4% 72,000 4% 83 12%
Tony Roma's 182,000 1% 8,000 0% 31 4%
Other sit-down restaurant 5,147,000 38% 691,000 35% 93 13%
Any sit-down restaurant past 30 days 10,933,082 81% 1,580,000 81% 101 15%

Analysis:

If you were trying to find a location for your new restaurant, wouldn't you want to know as much as
you could about the dining habits of your potential customers in the area you were looking to open?
Our local market reports can look into your custom geography, down to a zip code trade area level,
to pull out key facts about the people living in that area. For example, with restaurant information,
you can look at the number of times they dine out, the types of restaurants they prefer, even the
actual restaurant brands they choose. If you are debating between multiple locations, what better
way to help you decide? We can run this type of report across multiple segments for whatever you
are looking for.

Copyright Scarborough 2013 Proprietary and Confidential.