Sticking With Starbucks | Adweek Sticking With Starbucks | Adweek
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Sticking With Starbucks

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Has Starbucks utterly lost its cachet amid the recession? Though the chain has certainly taken its lumps, BIGresearch polling last month indicates it retains a loyal constituency. When the respondents were asked to say where they buy their coffee most often, 9.2 percent cited Starbucks -- down, but not deeply so, from the 9.8 percent saying the same last May. The more populist (if not plebian) Dunkin' Donuts has seen a similar downtick in the number citing it as their chief coffee stop, from 4.8 percent last May to 4.1 percent this May. McDonald's has gained share of caffeinated mind during that period, with its tally rising from 3.3 percent last May to 5.4 percent this May.