Tracking the Loyalty Of Coffee Drinkers

By Julie Jargon Fickle
Tracking coffee drinker loyalty; McDonald’s coffee consumers most loyal

A recent study conducted by a relative new market research firm, CustomersDNA, tracked coffee drinkers loyalty among the top coffee shop style brands; Starbucks, McDonalds and Dunkin Donuts.

Fickle coffee drinkers are most loyal to a purveyor better known for burgers, a new study found.
Coffee customers of McDonald’s Corp., said they were more loyal to the home of the Big Mac than those who frequent Starbucks Corp. and Dunkin’ Donuts.

The as-yet unpublished study involved 15,000 fast-food customers in the US who were asked about their coffee and breakfast-buying habits. Starbucks and Dunkin’ Donuts customers had more tendency to “roam”, as the surveyors described it, with 53 percent of respondents who identified those chains as their primary source of coffee saying they also visit competing outlets over the course of a month.

Excerpt… The Brand Man

      Not surprisingly to me, McDonalds coffee buyers were most loyal. It is unclear whether it was for taste or price, I would suspect both since in my personal opinion Starbucks coffee is just too bitter most of the time and more expensive.

      15,000 customers were studied with results indicating that Starbucks and Dunkin’ Donuts’ customers were significantly more likely to “roam”, (try other brands) than McDonalds. 53% who patronize those brands buy at other fast food retailers.

      The reason the subject is important is the out of home coffee drinking market is not growing and the top brands are now vying primarily for market share; essentially looking for ways to steal from each other.

      All the top companies now have loyalty programs in place but it is unclear whether those programs are indeed succeeding in creating notable loyalty.

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