And Panera's careful growth strategy during tough times, like when it slowed store growth from 95 in 2007 to just 55 in 2008, helped Panera increase returns without overreaching its market. For Medifast, every single human that may have eaten too much at Panera is a potential customer. With the proportion of the overweight and obese population rising from 56.9% in 2000 to 64.5% in 2010 according to the CDC, along with a higher prevalence of diabetes, Medifast's specialty weight loss and diabetes diets rode an upward trend in a down market. Coffee peddler Green Mountain Coffee Roasters ( NAS: GMCR ) and energy-drink pusher Monster Beverage ( NAS: MNST ) (formerly known as Hansen Natural ) also had caffeinated returns of over 7,000% over the decade, and both could also count every single person as a possible stomach for their products. Green Mountain benefited from its purchase of Keurig in 2006, which now boasts 80% market share of single-serve coffee.