Playground →
Costco and Baskin Robbins form two distinct poles in Carvel's top 10 — a big-box retailer at 0.87 and a direct dessert-category peer at 0.86 — and the rest of the neighbor set fans out from those two anchors rather than converging on a single type.
The shape is two-peak. Costco (0.87) leads narrowly over Baskin Robbins (0.86), with the category aggregate Bakeries, Desserts & Confectioneries close behind at 0.85. From there, the top 10 diversifies sharply: Valley Bank (0.83) and Costco Gasoline (0.83) represent banking and fuel, while Mandee (0.82), Macy's (0.81), and Chevron Extra Mile (0.81) add women's apparel, department retail, and a second gas station. Chase (0.80) and Bank of America (0.80) round out the set, bringing the bank count in the top 10 to three. Only two of the ten neighbors — Baskin Robbins and the Bakeries aggregate — share Carvel's own subcategory. The remaining eight span five different categories: Financial, Big Box, Convenience & Fuel, Retail, and Apparel. The Costco cluster (Costco proper plus Costco Gasoline) suggests one audience neighborhood built around membership-style, high-frequency errand behavior; the Baskin Robbins cluster points to a second neighborhood defined by dessert-category loyalty.
The two-peak structure indicates Carvel's audience is pulled between a broad everyday-errand profile and a dessert-specific one — two distinct behavioral shapes that happen to converge on the same brand.
