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Java junkies are shunning Starbucks (NASDAQ: SBUX) in favor of McDonald's (NYSE: MCD) coffee, according to a new ChangeWave survey of more than 1,300 consumers.
The survey results show a massive shift away from specialty retailers toward less expensive alternatives like McDonald's and home brewing.
Just 4% of respondents said they'll be purchasing coffee more often at Starbucks during the next 90 days, while a huge 26% said less often (net score = -22).
Though 11% of respondents said they'll buy more coffee at McDonald's, only 4% said less (net score = +7).
To top it off, 18% of those people frequenting Starbucks less often said they'll be heading to McDonald's for their coffee. Another 45% said they'll be brewing more at home.
Overall, these survey results show coffee isn't immune to the forces of this recession -- and drinkers are opting for bargain brews to get their all-important caffeine fix.
Paul Carton is the Director of Research for the ChangeWave Alliance Research Network.
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Reader Comments (Page 1 of 1)
12-20-2008 @ 6:20PM
CoffeeTraveler said...
We keep talking like McD's is this awesome value. I travel, and coffee at McD's and Sbux across the nation both start around a buck. The Latte's at SBUX start about 10 cents more, but I'll pay it for natural ingrediants and knowing the employees have insurance. I think everyone is getting snookered by McD's advertising. It's not much less expensive, and the product is bland.
12-20-2008 @ 11:13PM
TX CHL Instructor said...
Dunkin' Donuts sells more coffee than McD's and Starbucks combined. Last time I checked, the coffee was better at Dunkin' Donuts, which may be why.
But the coffee I brew at home is better than any I have had in any restaurant. For starters, I buy good coffee. Then I use filtered (or sometimes distilled) water. I also use a little trick I learned in Chemistry that causes the bitter oils to coagulate and stick to the paper filter. No restaurant will go to that trouble and expense, because the percentage of people that will tolerate crap coffee is just too high.
12-21-2008 @ 12:52AM
swag said...
I don't get why all the talk about McDonald's here. The story clearly states that more than twice as many self-described Starbucks defectors are making their own coffee instead of going to McDonald's, but McDonald's is the headline for some inexplicable reason.
What gives?