Playground →
Three Minnesota sports franchises occupy the top six positions in Caribou Coffee's similarity data — a regional concentration that sets the structural tone for the entire neighbor set. Similarity here measures how closely two entities' audiences resemble each other in composition; the Minnesota Wild lead at 0.91, followed by the Minnesota Twins at 0.87 and the Minnesota Vikings at 0.78.
The broad shape means no single neighbor dominates to the exclusion of others — the scores descend gradually across all ten, and the neighbor set is genuinely mixed by subcategory. Beyond the three sports teams, the top 10 includes an athlete (Kirk Cousins, 0.81), a destination brand (Mall of America, 0.80), two comedians (Nick Swardson, 0.77; Annie Agar, 0.76), a journalist (Tom Pelissero, 0.82), a brewery (Boulevard Brewing Co., 0.76), and a TV personality (Kenny Mayne, 0.76). No other Beverages brand appears in the top 10. The cross-kind pattern is the defining feature: Caribou Coffee's nearest audiences are shaped almost entirely by sports, regional identity, and sports-adjacent media — not by other beverage or food entities.
The Pelissero score (0.82) is worth noting specifically: an NFL reporter ranking third overall, ahead of a Vikings account, points to an audience with a strong football-media component, not just casual team fandom.
This is an audience whose shape is defined by Midwestern sports fandom and the comedians and journalists who orbit it.
