Timelaps Report
Overview
Platō Coffee has room to grow on all funnel metrics. Awareness is 27% below competitor average.
Top Brands Comparison
Platō Coffee
Mugg & Bean
McCafé
Woolworths Café
Starbucks
Performance
Platō Coffee awareness (17%) ranks 13th out of 14 brands. Mugg & Bean leads at 89%.
Platō Coffee
Mugg & Bean
McCafé
Woolworths Café
Starbucks
Wild Bean Café
Vida e Caffè
Seattle Coffee Co
Conversion
Platō Coffee converts 60% of aware consumers to consideration - middle of the pack vs competitors.
Awareness → Consideration
Consideration → P3M
P3M → Frequent Buyers
Timeline
Current snapshot shows Platō Coffee at 17% awareness, 10% consideration, 6% P3M, 2% loyal.
Brand Performance Over Time
Timeline view available from Wave 2 onwards
Unfamiliar & Rejectors
Platō Coffee has 4.0% consumers with no opinion or would never choose - relatively low rejection rate.
Category Moment Size
73% of consumers associate coffee with "quiet time alone" - the largest consumption moment.
Brand Moment Strength
Platō Coffee has 0.6 avg moments per person (position 13/14), far below leaders like Mugg & Bean (5.8).
Moment × Brand Matrix
Platō Coffee shows highest awareness (24%) during "quiet time alone" moments when consumers are brand aware.
| Moment | Size | Mugg & Bea... | McCafé | Woolworths... | Starbucks | Engen Braz... | Seattle Co... | Vida e Caf... | Wild Bean ... | Bootlegger... | Platō Coff... | Bean Tree ... | Dulcé Café | The Daily ... | Wiesenhof |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Quiet time alone | 73% | 44% | 30% | 26% | 31% | 17% | 24% | 23% | 17% | 19% | 24% | 16% | 19% | 19% | 16% |
Coffee with breakfast | 55% | 39% | 29% | 24% | 17% | 15% | 13% | 14% | 14% | 12% | 16% | 15% | 14% | 15% | 13% |
Morning caffeine boost | 54% | 29% | 28% | 21% | 19% | 26% | 21% | 22% | 19% | 17% | 14% | 18% | 15% | 14% | 15% |
Mall shopping | 53% | 36% | 23% | 30% | 27% | 7% | 19% | 18% | 11% | 13% | 13% | 14% | 12% | 11% | 9% |
Socializing | 53% | 37% | 24% | 23% | 27% | 15% | 20% | 23% | 16% | 27% | 21% | 14% | 22% | 23% | 20% |
Casual date | 51% | 38% | 21% | 20% | 24% | 9% | 19% | 18% | 14% | 18% | 16% | 13% | 17% | 14% | 14% |
Road stop | 50% | 29% | 26% | 18% | 17% | 35% | 22% | 19% | 17% | 10% | 11% | 16% | 11% | 9% | 12% |
Relaxing comfortably | 48% | 34% | 22% | 18% | 20% | 8% | 18% | 17% | 13% | 19% | 19% | 12% | 18% | 15% | 19% |
Treating myself | 46% | 30% | 19% | 24% | 22% | 12% | 21% | 20% | 15% | 16% | 22% | 13% | 16% | 13% | 11% |
Morning commute | 45% | 28% | 26% | 21% | 19% | 20% | 14% | 17% | 13% | 9% | 7% | 15% | 9% | 13% | 10% |
Buying rounds | 44% | 25% | 23% | 18% | 21% | 20% | 17% | 14% | 14% | 19% | 11% | 14% | 14% | 18% | 13% |
Petrol station | 43% | 16% | 14% | 10% | 7% | 49% | 17% | 15% | 23% | 8% | 8% | 14% | 5% | 9% | 7% |
Focus and productivity | 42% | 26% | 22% | 17% | 19% | 17% | 17% | 17% | 15% | 13% | 14% | 12% | 11% | 12% | 10% |
Coffee and snack | 41% | 24% | 20% | 20% | 16% | 17% | 13% | 16% | 14% | 13% | 14% | 15% | 13% | 12% | 11% |
Afternoon energy | 40% | 21% | 20% | 19% | 18% | 19% | 17% | 16% | 17% | 12% | 15% | 16% | 16% | 13% | 16% |
Brand Fingerprint
Compare brands across moments amongst brand aware consumers to identify unique brand positioning and consumption patterns.
Associations
Mugg & Bean leads all associations (77% Good Service). Platō Coffee scores above category avg on service (51% vs 50%).
Positioning
Leading on "value for money" vs key competitors
Competitive Positioning Map
Visualization coming soon...
Advertising Recall
Platō Coffee (25%) ranks mid-tier in advertising recall, trailing leaders Mugg & Bean (56%) and McCafé (49%).
Word-of-Mouth
Platō Coffee has 52% positive WOM and 5% negative - competitive sentiment with room to reduce "have not heard" (43%).
Category Insights
Consumers are aware of 6.2 coffee brands on average. 45% briefly consider options before purchasing, with in-store counter orders (75%) as the dominant channel.
Brand Repertoire (Average # of brands)
Awareness
Consideration
P3M Buying
Category Decision Style
Buying Behaviour (P3M)
Buyer Demographics
Platō Coffee skews younger (77% aged 25-49 vs 59% category) and more affluent (44% earning R50k+ vs 29% category). Strong in Gauteng (32%) and among couples with children (63%).
Age
Gender
Province
Media
Platō Coffee audience over-indexes on Instagram (70% vs 66% category) and AI chatbots (56% vs 39% category).