Coffee drinkers rejoice. Major doughnut chains, fast food restaurants, and coffee houses are steadily increasing their output and opening their doors wider for their customers’ drinking pleasure. Zinc tank's annual online survey shows that since 2009, there have been some significant developments in coffee buyers’ destination choices:
Over the past four years, major doughnut chains such as Tim Hortons have seen a 12% increase in consumers’ ranking, with 11% of that growth occurring between 2011 and 2013.
n = 1,015 Source: The Bridge (Feb 2013) - zinc tank's online survey of Canadian social media users
- Coffee chains such as Starbucks and Second Cup have grown a steady 7% annually.
- Fast-food restaurants, notably McDonald’s, have hit the ground running with 21% of consumers ranking this category in 2013, the first time it was included in the zinc survey. This rapid uptake may be attributed to their established base of morning customers who've long been accustomed to stopping in to pick up their on-the-go breakfast.
- Independent coffee shops and cafes saw a slight dip in their ranking – from 13% in 2009 to 10% in 2011, likely due to increased competition, but then they rebounded in 2013 to 12%.
Coffee drinkers have spoken and the results reflect the surprising shifts in consumption trends over a four-year period. The rise of fast food restaurants’ coffee offerings could change the playing field for coffee houses, independents, and doughnut chains alike. Positive, negative, or neutral, the consumer shift in daily coffee buying preferences will be one to follow.