CHICAGO - McDonald??s foray into premium coffee has apparently paid off, as a new survey finds that coffee drinkers are more loyal to the burger chain than to Dunkin?? Donuts or Starbucks, Chicago Breaking News/Dow Jones Newswire reports.

The study, by CustomersDNA, asked 15,000 customers of fast food about their breakfast and coffee purchasing habits. Only 29 percent of McDonald??s customers said they visit Dunkin?? Donuts or Starbucks for breakfast or coffee in a given month. Customers of Starbucks and Dunkin?? Donuts tended to "roam" around more, with more than half (53 percent) of those who said those chains were their usual source of java indicating they also visit competitors.

Customer loyalty has become a hot button for restaurants across the United States as expansion efforts, especially for the larger companies, grows increasingly difficult. "We found that there??s a fair amount of visits driven by customers that go to more than one chain and these are the heaviest users in the marketplace, going at least three to four times per week," said Dave Jenkins, co-founder of CustomersDNA.

"Getting that customer to come one more time to their restaurant and one less time to their competitor??s is how the battle will be won or lost," said Jenkins. CustomersDNA was not commissioned by any chain involved in the study.

Coffee drinks currently comprise 6 percent of McDonald??s U.S. revenue. "McDonald??s and our franchisees understand the importance of satisfying our customers?? tastes and wallets by providing innovative breakfast choices," said a McDonald??s spokeswoman, who said she has yet to read the survey.