Because coffee is one of the most consumed beverages in the world, there is a major marketing and sales battle brewing among heavy hitters in U.S. foodservice. Coffee shops, quick-service restaurants and donut shops are fighting for sales and share. Sandelman & Associates' Coffee Usage report can provide insights into who is winning and where there's room for improvement.
If you need to know how industry leaders are faring, order a copy of Coffee Usage & Attitudes at Starbucks, Dunkin' Donuts & QSRs. You'll learn about fast-food restaurant users' incidence of visiting Starbucks, Dunkin' and QSRs, plus what they're ordering, frequency and customer satisfaction attribute ratings.
This report breaks down how many occasions at each chain in the past month were for: coffee only; food only; food and coffee excluding specialty coffee-based drinks; and other coffee and noncoffee beverages with or without food. Respondents also rated their most recent coffee-drinking experience on these seven attributes:
- The taste or flavor of the coffee
- The freshness of the coffee
- The temperature of the coffee
- The variety of coffee blends available
- The variety of drink sizes available
- The affordability of the prices for the coffee
- The value for the money for the coffee
Respondents were asked these questions regarding their usage and attitudes toward their coffee purchase at Starbucks, Dunkin' Donuts and fast-food restaurants in the October-December 2006 National Quick-Track® study. Data was collected from a nationally representative sample of 600 males and females, between the ages of 16 and 64, who purchase food from fast-food and pizza restaurants at least once in a typical month.
The study findings clearly demonstrate the strengths and weaknesses of the major chains and opportunities for competitors. Women, for example, rate one of the chains higher than men on all attributes.
Starbucks is clearly the dominant player and Dunkin' Donuts is a strong second. In addition, McDonald's dominates the major fast-food chain coffee market, because of its size and strength at the breakfast daypart and its marketing of premium coffee.
Check out the QSR magazine chart featuring data from this Sandelman & Associates report.
This report is delivered as a PDF of a PowerPoint file and Excel files.
Price: $500
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