Donut vs Cronut

Presented by: MMediaMiser TEESING NEWS INTO KNOWLEOGE DONUT vs CRONUT When NYC's Dominique Ansel Bakery announced its newest sugary creation, the Cronut, people went wild for it. But how did Cronut buzz compare to the launch of a similar product at the same time by Dunkin' Donuts, the Donut Sandwich? Cronut mentions by city Cronuts City • Mentions New York 57% -Los Angeles 9% The epicenter of the Cronut craze, New York City, dominated much of the Twitter chatter around the world's hippest pastry. Reaction was overwhelmingly positive. Chicago 7% Toronto 5% Washington, DC 5% San Francisco 5% Vancouver 4% -Boston 3% Philadelphia 3% Austin 2% •- % includes all mentions in each of the top 10 cities. But cities like Chicago, Los Angeles and Toronto also quickly got in on the action. Before long, Cronut cravings had spread across North America. Cronut volume by day "Rise of the Cronut" The original bakery in NYC copyrights "Cronut" while AP story circulates in dozens of daily newspapers, catapulting the tasty dish into mainstream 4k 200 rumours of two-hour morning lineups and a Cronut black market 3k conversation on 150 "National Doughnut Day" in the U.S. (yes, you read that right) spread on Twitter. 2k 100 1k 50 10. Jun 17. Jun 24. Jun 1. Jul News Article Blog post Tweet Facebook mention YouTube video Cronut sentiment 11% Positive The cult of Cronut has been overwhelmingly positive so far, with only 11% of tweets being negative. and nearly half being positive. 48% INeutral 41% INegative Donut Sandwich mentions by city Although NYC also led in Donut Sandwich mentions, the Boston area - home to the Dunkin' Donuts head office - was a very close second. City v Mentions ,New York 33% Boston 25% Chicago 10% Los Angeles 7% Philadelphia 6% Washington 6% Cincinnati 4% Atlanta 3% Orlando 2% San Francisco 2% % includes all mentions in each of the top 10 cities. Donut Sandwich volume by day 2,500 250 Dunkin' Donuts announces the Donut Sandwich via Twitter. Reactions are 2,000 200 mixed, with some calling it "amazing" and others disparaging it as "yuck!" 1,500 150 1,000 100 500 50 10. Jun 17. Jun 24. Jun 1. Jul I News Article Blog post Tweet Facebook mention YouTube video Donut Sandwich tone Sentiment toward Dunkin' Donuts' Donut Sandwich was more negative and mostly focused on health issues. 29% 29% Positive INeutral This could indicate a dissatisfaction with the Dunkin' INegative Donuts brand generally, considering Cronuts were created by a trendy, independent bakery and received much more positive reactions. 42% www.mediamiser.com ©2013 MediaMiser Ltd. y @MediaMiser News articles Social media posts News articles Social media posts