📋 Testing Methodology
Two cream cheese formats tested across consecutive periods at both brands:
- Control (Current Product): March 10–29, 2026 (Bruegger’s: 84 | Einstein Bros.: 134 = 218 total)
- Spread-Style (NEW): March 30 – April 22, 2026 (Bruegger’s: 73 | Einstein Bros.: 97 = 170 total)
- Same Interview Questions: Identical methodology for fair comparison
- Interview Method: AI-powered conversational interview via SMS
⚠️ Key Finding: Spread-Style Underperforms Control
The Spread-Style format shows declines across every measured metric compared to the current Control product.
- Sentiment dropped from 93.7% to 90.9% (-2.8 points)
- 5-star ratings dropped from 75.1% to 67.6% (-7.5 points)
- Repurchase intent dropped from 90.8% to 77.6% (-13.2 points)
- Detractor rate increased from 1.4% to 2.4% (+1.0 points)
The repurchase intent drop of over 13 points is the most concerning signal — customers are significantly less likely to reorder with the Spread format.
⚖️ Head-to-Head Performance Comparison
⚪ Control (Current Product)
🔵 Spread-Style (NEW)
📊 Performance Gap Analysis
Spread-Style underperforms Control on every metric. The most significant gaps:
- Repurchase Intent: -13.2 points — the strongest indicator of customer rejection
- 5-Star Ratings: -7.5 points — fewer customers are enthusiastic about the Spread format
- Positive Emotion: -6.9 points — the Spread product is generating less positive feeling
- 4–5 Star Combined: -4.8 points — overall satisfaction ceiling is lower
🏪 Performance by Brand
| Metric | Bruegger’s Control (n=84) | Bruegger’s Spread (n=73) | Einstein Control (n=134) | Einstein Spread (n=97) |
|---|---|---|---|---|
| Avg Rating | 4.63 | 4.60 (-0.03) | 4.72 | 4.51 (-0.21) |
| Sentiment | 92.5% | 92.1% (-0.4) | 94.5% | 90.1% (-4.4) |
| 5-Star Rate | 71.1% | 71.2% (+0.1) | 77.6% | 64.9% (-12.7) |
🔍 Einstein Bros. Hit Harder
Einstein Bros. shows a much steeper decline with Spread-Style — a 4.4-point sentiment drop and 12.7-point drop in 5-star ratings. Bruegger’s is essentially flat (sentiment -0.4, 5-star +0.1), suggesting the Spread format is a particularly poor fit for the Einstein customer base.
⭐ Rating Distribution Comparison
🎨 Flavor-by-Flavor Comparison
| Flavor | Control Avg | Control n | Spread Avg | Spread n | Change |
|---|---|---|---|---|---|
| Plain | 4.72 | 83 | 4.56 | 50 | -0.16 |
| Strawberry | 4.79 | 29 | 4.46 | 28 | -0.33 |
| Jalapeño | 4.81 | 21 | 4.45 | 22 | -0.35 |
| Onion & Chive | 4.36 | 22 | 4.31 | 16 | -0.05 |
| Garden Veggie | 4.56 | 18 | 4.71 | 21 | +0.16 |
| Honey Almond | 4.60 | 25 | 4.86 | 14 | +0.26 |
🌶️ Jalapeño & Strawberry Hit Hardest
Jalapeño dropped 0.35 points and Strawberry dropped 0.33 points — the steepest declines. Customers noted the Jalapeño "tastes like plain cream cheese with diced jalapeños" — suggesting the Spread format dilutes distinctive flavors.
Garden Veggie (+0.16) and Honey Almond (+0.26) showed improvements.
💬 Customer Feedback: Spread-Style
✅ Positive Feedback
"I loved it! It was the perfect mix of everything! I was completely satisfied. It was a great start to my day!"
Bruegger’s | 5★ | Garden Veggie
"Refreshing, light Summer fruity taste, not heavy as I can taste bagel."
Bruegger’s | 5★ | Strawberry
"Reminded me of desi chutney but creamy."
Bruegger’s | 5★ | Jalapeño Salsa
"It made me feel like it melts in my mouth, it taste just perfect."
Einstein Bros. | 5★ | Plain
"Cozy and Satisfied. The toasted bagel that accompanies it, and the fresh taste."
Einstein Bros. | 5★ | Original
⚠️ Areas of Concern
"It tastes like plain cream cheese with diced jalapeños! The old one had much more flavor, overall!"
Einstein Bros. | 2★ | Jalapeño
"It’s a little too drippy. Make it thicker!"
Einstein Bros. | 3★ | Onion and Chive
"There was little to no cream cheese on the bagel. It was probably 75% less than the usual portion size. This is not a place you can ‘cut costs.’"
Bruegger’s | 1★ | Plain
"It tasted more bland than usual."
Bruegger’s | 3★ | Jalapeño
"It was kind of thin in consistency."
Bruegger’s | 3★ | Plain
"It doesn’t have the flavor of the original garden veggie. Smooth but doesn’t have the flavor."
Bruegger’s | 3★ | Garden Veggie
"It was a test and it was different. I like the original one."
Einstein Bros. | 3★ | Strawberry
"Disappointed, it was too warm. I would have preferred it cold on the side in a cup like usual."
Einstein Bros. | 3★ | Onion and Chives
🔍 Recurring Themes in Spread Complaints
Three key issues emerge from Spread-Style feedback:
- Texture: "Too drippy," "thin in consistency" — customers want it thicker
- Flavor intensity: Specialty flavors taste bland or generic — jalapeño and garden veggie specifically called out
- Portion perception: The thinner consistency makes it feel like less product
📊 Complete Statistical Summary
| Metric | Control (n=218) | Spread (n=170) | Difference |
|---|---|---|---|
| Average Rating | 4.69 / 5 | 4.55 / 5 | -0.14 |
| Sentiment Score | 93.7% | 90.9% | -2.8 pts |
| 5-Star Ratings | 75.1% (163) | 67.6% (115) | -7.5 pts |
| 4–5 Star Combined | 95.4% (207) | 90.5% (154) | -4.9 pts |
| 3-Star Ratings | 3.2% (7) | 7.1% (12) | +3.9 pts |
| 1–2 Star Ratings | 1.4% (3) | 2.4% (4) | +1.0 pts |
| Repurchase Intent | 90.8% | 77.6% | -13.2 pts |
| Positive Emotion | 77.5% | 70.6% | -6.9 pts |
*Control rating percentages based on 217 rated respondents. 1 respondent’s rating was not captured.
🎯 Executive Summary
Control vs. Spread-Style: March–April 2026
1. Spread-Style underperforms Control across all metrics. Sentiment dropped 2.8 points (93.7% → 90.9%), 5-star ratings dropped 7.5 points, and detractors increased. The data clearly shows customers prefer the current formulation.
2. Repurchase intent is the biggest red flag. The 13.2-point drop (90.8% → 77.6%) signals that over 1 in 8 additional customers would not reorder — this directly impacts repeat business and revenue.
3. Einstein Bros. is hit much harder than Bruegger’s. Einstein’s sentiment dropped 4.4 points vs only 0.4 for Bruegger’s. Einstein’s 5-star rate dropped 12.7 points while Bruegger’s was essentially flat (+0.1). The Spread format is a poor fit for the Einstein customer base.
4. Specialty flavors suffer most. Jalapeño (-0.35) and Strawberry (-0.33) show the steepest rating declines. Customers report these flavors taste "bland" or "like plain cream cheese" in the Spread format.
5. Texture complaints are consistent. "Too drippy," "thin in consistency," "doesn’t have the flavor of the original" — the Spread format’s thinner consistency is a recurring pain point that drives both low ratings and reduced reorder intent.