CALIFORNIA PIZZAKITCHEN

CP

K

TARGET AUDIENCE PROFILESFOR DIGITAL STRATEGY

Virginia Lu - Account PlanningFall 2008

DEMOGRAPHICSFAMILIES WITHCHILDREN

Adult men (48%) and women (52%) age 26-64 (average age is 40)

Average HHI: $115,000

Married/living with spouse or partner (62%)

Children 12 or younger (19%) as well as13-21 (8%)

College educated (80%), dual income (54%)

DIGITAL MINDSET: Transactional and purposeful

The web is an aid in gettingthings done.- Maps/Directions - 70%- Weather - 64%- Local Address Search - 43%- Travel/Trip Planning - 39%

Tool for research and education- Health Care Reference - 44% - Recipe Search - 37% - Dictionary/Thesearus - 35%- Restaurant Reference - 22%- Parenting/Family Info - 11%

The internet gives them “me-time”- TV/Movies/Celebs - 35%- Games - 35%- Blogs - 23%- Educational/Family Programs - 14%

They keep in touch and makesocial connections online- Photo Sharing - 48%- E-Cards - 30%- Social Networking - 25%- E-Invitations - 15%

They research and buy products- Research/Review Products - 39%- Auctions - 31%- Online Coupons - 25%- Incentive/Reward Programs - 18%- Seek/Give advice on products - 17%

Percent values include ages 25+ (total universe - 137M)

FOOD MINDSET: Something for everyone

LIFESTYLE: Diverse and active, in and out of the home

DEMOGRAPHICS SOURCE: MRI DATA 2008DIGITAL MINDSET SOURCE: @PLAN DATA 2008LIFESTYLE AND FOOD MINDSET: QUANTCAST DATA, CPK A&U STUDY 2008

Entertains families and friends their style

Plays board games Mom is primarily responsiblefor family shopping andevent planning

Dines out average of3 times per month of food

Buys based on quality Parents like to have a‘real restaurant’ experience

FAMILIES WITH

CHILDREN

A life so diverse and full of

activity, that it has to be

organized.

She appreciates the convenience of take outonce in a while as a break for her.

Busy BeeThe internet is a useful toolfor me to get things done for the whole family. My

time is valuable since I don’t have a lot of it, so it’s important that the hours

I spend online are purposeful

Many households valueorganizational tools thataid in planning and keepingorganized.

Usually, the mother is primarilyresponsible for shopping and

event planning

Significant effort is put into the planning of events, education, communication

and the discovery of qualityproducts/services for their

families

Families appreciatespecial programs andefforts that recognize and involve children

Household

As a Mom, I am the glue

that holds everyone

together. I put a lot of

pressure on myself to take

care of everybody else and

FAMILIES WITH CHILDREN THOUGHT BOARD

make the right decisions.

DEMOGRAPHICS

CPKPROFESSIONALS

Men (48%) and women (52%) age 26-64

Average HHI: $115,000

Married/living with spouse or partner (62%)

College educated (80%), dual income (54%)

DIGITAL MINDSET: Strictly business

The web is a source for news- General News - 68%- Political News - 48%- Business News - 34%- Sports News - 29%- Technology News - 25%

The web is their personalassistant- Maps/Directions - 70%- Weather - 64%- Address Search - 43%- Travel/Trip Planning - 39%- Downloads - 27%

The web is a tool for researchand education- Health Care Reference - 44%- Dictionary/Thesaurus - 35%- Encyclopedia - 26%- Restaurant Reference - 22%

They make business andsocial connections online- E-Cards - 30%- Business Networking - 25%- Instant Messaging - 24%- School/Alumni Info - 17%- E-Invitations - 15%

They research and buyproducts online- Research/Review Products - 39%- Auctions - 31%

- Incentive/Reward Programs - 18%- Seek/Give Product Advice - 17%

The web is an aid in careerbuilding

- Job Search - 22%

Pecent values include ages 25+ (total universe - 137M)

FOOD MINDSET: Mixing it up

LIFESTYLE: Where business and personal meet

DEMOGRAPHICS SOURCE: MRI DATA 2008DIGITAL MINDSET SOURCE: @PLAN DATA 2008LIFESTYLE AND FOOD MINDSET: QUANTCAST DATA, CPK A&U STUDY 2008

Goes out with groups fromwork for special occasions

Looks for variety andoptions on a menu

Enjoys different and newtypes of food

Enjoys spending free time having fun with friends

Buys brands thatreflect their style

Likes high-quality ingredientsthat make them feel good

Researches and buys products online

Goes out to lunch at least once a week (23%)

PROFESSIONALS

Busy schedules cause

business lives and

social lives to

intertwine

They often go outto lunch with groups

Work and Play

I like being able to spend

time with coworkers

doing things other than

discussing work. Whether

it‛s lunch or happy hour,

a little break once

Because there is neverenough time, they often

utilize working lunches oreat lunch at their desks

22% go out to lunchat least twice a

week and 23% at least once a week.

The professional enjoysdifferent kinds of foods and

likes to try new things.

They put a lot of effort intogetting in touch and staying

in touch.

The NetworkerAs a professional,it‛s important for me to

stay current and in the know. I spend a lot of

time looking up info and getting in touch with

PROFESSIONALS THOUGHT BOARD

Busy schedules call forinnovative eating

from work for specialoccasions (new hires,birthdays, reviews)