Starbucks, Dunkin' Donuts Capture At-Home Coffee Drinkers

A new survey found that 61% of people who frequently drink coffee at home hardly ever buy coffee at QSRs or retail coffee shops.

March 30, 2012

INVERNESS, Ill. - More than half of frequent at-home coffee drinkers (61%) hardly ever visit a QSR or retail coffee store to buy coffee, according to a new survey from CustomersDNA, Marketing Daily reports.

The survey of QSR customer habits found that those same respondents purchased Starbucks or Dunkin?? Donuts brands of packaged coffee in supermarkets or other retail locations 15% of the time.

"The legacy Folgers and Maxwell House brands still have the upper hand in the in-home coffee market, but the Starbucks and Dunkin?? Donuts brands are making significant inroads even among coffee drinkers who don??t visit their retail shops," said Dave Jenkins, a partner in CustomersDNA. "This is testimony to the powerful brand images that these QSRs have created."

Six percent of frequently at-home coffee drinkers buy coffee at QSRs or coffee shops two or more times weekly. Close to half of those who go to coffee shops or QSRs for coffee four or more times weekly also drink coffee at home at least that often. Those respondents said they bought Dunkin?? Donuts or Starbucks brands of packaged coffee 30% of the time.

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