Study shows Starbucks customers not brand loyal
April 15, 2011
INVERNESS, ILL. — Starbucks coffee drinkers aren’t very brand loyal, according to QSR DNA, a recent consumer study of 15,000 quick-serve restaurant customers conducted by CustomersDNA.
The survey found while there are millions of coffee drinkers who drink Starbucks exclusively, more than half of Starbucks’s customers also regularly frequent Dunkin’ Donuts or McDonalds for a hot beverage or breakfast.
“The significance of these patterns has become clear when we found that the roamers purchased a hot beverage and/or breakfast nearly twice as often as loyals,” said Dave Jenkins, founder of CustomersDNA. “During the average month, loyal customers of each of the three chains visited their favorite store 6.7 times, while the roamers averaged 13 visits per month. Capturing more of these sometimes-customers is key to winning the coffee/breakfast battle.”
Forty-one per cent of Starbucks customer visits came from customers who consider themselves loyal to Starbucks and did not visit any other chain, but 53% identified themselves as “roamers” and also visited Dunkin’ Donuts or McDonalds. Patterns for Dunkin’ Donuts customers were similar with 42% loyals and 53% roamers, but McDonald’s had the most loyal base with 62% of its customers not visiting Starbucks or Dunkin’ Donuts.