Photo: Old Shoe Woman, Flickr
Master strategists overseeing the nation's coffee wars will likely be pouring over the results of a recent independent study that finds those who get their (ever fancier) morning cup of joe from McDonald's are more loyal to the Golden Arches than coffee drinkers who visit rivals Starbucks and Dunkin' Donuts.
As the Wall Street Journal reports, an independent market research firm surveyed 15,000 customers. Of those that frequent either Starbucks or Dunkin' Donuts most often for their daily brew, 53 percent said that they also sneak off to other competing chains during the course of a month, while only 29 percent of respondents who identified McDonald's as their primary source of hot java said the same.
"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 or four times per week," Dave Jenkins, co-founder of CustomersDNA, the research firm that conducted the study, told the Journal. "Getting that customer to come one more time to [your] restaurant and one less to [your] competitor's is how the battle will be won or lost."
In other words, if McDonald's can keep picking off customers from other chains while keeping its loyal fans happy, it could end up being as well known for its mocha frappes as it has been for its Happy Meals.
The study didn't try to figure out why McDonald's coffee drinkers were more loyal, but the fact that you can still get a basic cup of coffee there for a buck might have something to do with it.