A Nation of Grilled Cheese Fans: Cheeseboy’s Inaugural American Grilled Cheese Survey℠ Finds that 86 Percent of Americans Ate Grilled Cheese in the Past Year

In celebration of National Grilled Cheese Month, Cheeseboy – America’s first multi-unit grilled cheese restaurant brand – released findings from its inaugural American Grilled Cheese Survey℠. The research found that grilled cheese sandwich consumption in the U.S. is strong, with 86 percent of U.S. adults having eaten at least one grilled cheese sandwich* in the past year. The study surveyed 2,033 adults and was conducted online by Harris Poll, on behalf of Cheeseboy, in March 2014.

Within the 86 percent of Americans who ate grilled cheese sandwiches in the past year, 30 percent did so at least once a month. Data also showed that grilled cheese sandwiches are not just popular at home. More than one-third of Americans (37 percent) reported that they purchased grilled cheese outside the home in the past year, a figure which Cheeseboy expects to increase as grilled cheese related restaurants continue to build market share within the restaurant industry. Additionally, nearly seven out of ten adults who purchased grilled cheese outside the home did so for themselves, suggesting that grilled cheese is making its way out of the kid’s menu and onto the main stage.

“After we opened the first quick-service grilled cheese restaurant in 2009, we experienced first-hand the passion that Americans have for grilled cheese,” said Michael Inwald, Cheeseboy’s President and Founder. “We believe that consumer perception of grilled cheese is changing at a rapid pace, and we forecast widespread adoption of the product outside the home in the coming years. While other brands will emerge on our doorstep as grilled cheese takes a permanent position in the restaurant industry, our focus will be set on staying true to our core mission ‘Committed to Comfort™’. By focusing on responsible sourcing, industry-leading hospitality, community involvement, and true respect and appreciation for our employees, we hope that we will be able to differentiate ourselves and make a real impact on the lives of everyone who participates in the Cheeseboy experience.”

The following points cover additional findings from Cheeseboy’s American Grilled Cheese Survey℠:

• Grilled cheese is beloved by both genders. Of the 86% of adults who have eaten grilled cheese in the past year, 49% were male and 51% were female – nearly a perfect split.
• Among adults who purchased grilled cheese in the past year, 20% of those ages 35-44 purchased grilled cheese at least once a month, representing the highest monthly purchase rate across all age groups.

In addition to the survey, Cheeseboy will commemorate National Grilled Cheese Month with its fourth annual Free Grilled Cheese Day on Friday, April 25. Consumers are invited to visit any Cheeseboy location between 11:00 a.m. and 8:00 p.m. to receive a free Cheeseboy “Classic” – made with creamy white farm co-op American cheese and all-natural artisan bread. No purchase will be necessary to receive the free sandwich.

“Free Grilled Cheese Day was started as our way of saying thank you to our loyal guests and it has also become an opportunity for newcomers to try our food and experience Cheeseboy for the first time,” explained Inwald. “We’re fortunate and grateful to have so many passionate fans of our food and it brings our company no greater joy than to recognize them through this annual event.”

To learn more about Cheeseboy, please visit www.cheeseboy.com.

Survey Methodology

This survey was conducted online within the United States by Harris Poll, on behalf of Cheeseboy, from March 20-24, 2014 among 2,033 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact pr@cheeseboy.com.

*For the purposes of this survey, a grilled cheese sandwich was defined as “any bread-based melted cheese sandwich with or without additional ingredients.”

About Cheeseboy

Founded in 2009, Cheeseboy is America’s first multi-unit grilled cheese restaurant brand, offering a range of premium hot and cold sandwiches, homestyle soups, all-natural mac & cheese, gourmet salads, and more. All Cheeseboy restaurants use all-natural breads, high-quality cheeses from farmer-owned cooperatives, daily fresh chopped vegetables, and premium meats. The company currently operates 11 company-owned locations in multiple formats, from small food-court kiosks to sit-down fast casual environments in five states across the Northeast. All restaurants are managed under Cheeseboy’s core mission: “Committed to Comfort™”, a 360 degree integrity policy that drives the company’s focus on responsible sourcing, industry-leading hospitality, employee appreciation, and community involvement. In addition, Cheeseboy has committed many of its philanthropic efforts to benefit Paul Newman’s SeriousFun Children’s Network through grand opening fundraisers, direct donations, and customer donation boxes at every store. In 2013, Nation’s Restaurant News named Cheeseboy among its top 50 “Breakout Brands” touting the year’s emerging concepts. For more information, please visit www.cheeseboy.com, Facebook www.facebook.com/gocheeseboy or Twitter @gocheeseboy. To learn more about the Cheeseboy journey, visit www.youtube.com/gocheeseboy.

About Nielsen & The Harris Poll

On February 3, 2014, Nielsen acquired Harris Interactive and The Harris Poll. Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.

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