Industry analysts are fond of 2x2 matrices. From ability to execute vs. vision (Gartner Magic Quadrant) to current offering vs. strength of strategy (Forester Wave) to capability vs. customer experience (Omdia —FKA Ovum—Universe), a simple two variable graph is a great way to compare products, services, and companies. Lately, I’ve been wondering how one might rate donut providers on one of these matrices. Unfortunately, borrowing variables used to compare tech products is like trying to fit a round donut in a square quadrant. Vision and strategy are somewhat rarified variables for a deep-fried pastry and, while ability to execute and customer experience matter, these should be table stakes for a mature offering. So, what variables would you use? Convenience? (a scale from “what a drag” to “that was easy!”). Taste? (“dull” to “delicious”). I believe that when it comes to donut shops, whether it be a national chain or a local mom-and-pop, the two variables that matter most are quality (how good were the donuts and the experience?) and quantity (how much can I afford?). In the spirit of full disclosure, the only data used to make this assessment was my own personal experience and subjective opinion (no intricate methodology or 10 page report accompanying this baby!). Any noteworthy purveyors I missed? Any you disagree with? I’d be happy to grab a coffee and a donut with you, and debate.