News

Krispy Kreme, Peet’s Coffee & Tea among consumer favorites

July 15, 2010

According to a new study by Market Force Information, Starbucks, Dunkin' Donuts and Krispy Kreme are the top three consumer-preferred coffee shop/snack locations in the United States.

Market Force's new Restaurant Outlook survey looked at consumer preferences and trends as they relate to patronizing coffeehouses and/or snack restaurants.

According to the survey, 70 percent of consumers reported that they go to coffeehouses or snack restaurants less than five times a month. Many also reported that they use time at a coffee or snack restaurant to reflect, or as an escape. That, coupled with the fact that just 4 percent of consumers reported trying a new coffeehouse or snack restaurant in the last 30 days, indicates big growth opportunities for chains.

When asked which coffeehouse or snack restaurants were their favorites, Starbucks was cited by 36 percent of consumers, decidedly more than any other restaurant or coffeehouse. Dunkin’ Donuts and Krispy Kreme were cited by 28 percent and 16 percent of consumers, respectively, followed by Tim Hortons, Caribou Coffee, Seattle’s Best, McCafé, Peet’s Coffee & Tea, and The Coffee Bean and Tea Leaf.

The survey also highlighted that coffeehouses and snack locations have a lower customer trial rate than quick-service or casual-dining restaurants. Only 4 percent of consumers said they tried a new national or regional brand in the last 30 days, whereas one in three tried a new QSR during that period. Additionally, the category had the most consumers who said they visited the establishment because they were seeking some alone time. That has some great implications for marketing around factors such as stress relief, time out and indulgence.

The desire to be with friends was not a hugely popular reason for consumers frequenting coffeehouses, with only 18 percent citing it. Instead, 42 percent say they go there when they are pressed for time. When consumers need some time alone, are in a hurry, too tired to cook, etc., the coffeehouse/snack restaurant is the immediate answer. See

Unlike with QSRs and casual dining establishments, recommendations from friends ranked as less important in driving new trials than driving by the location—perhaps because the coffeehouse category represents that need for alone time for consumers. Traditional advertising drives few trials, and promotions drove about 11 percent, which is on the order of what was found with QSR and casual dining trials.

The study also found that seven in 10 new trials delivered on their promise. About two-thirds of consumers reported having a “GREAT” experience at a new coffeehouse or snack restaurant. The remaining one third of new trial experiences either were rated either just “OK” or “BAD.”

Of the 4 percent of consumers who said they tried a new national or regional coffeehouse/snack restaurant in the last 30 days, 38 percent said they tried more than one. Meanwhile, 1 percent said they tried Starbucks for the first time more than any other coffee or snack restaurant.

The survey was conducted in May and June 2010 among the Market Force network of more than 300,000 independent mystery shoppers and merchandisers. The pool of 4,600 respondents ranged in age from 18 – 72, with 60 percent reporting incomes of more than $50,000 a year.