Dunkin’ Donuts: We beat Starbucks In Independent Taste Test

An independent taste test of coffee drinkers in ten major U.S. markets shows a significant majority of participants prefer Dunkin’ Donuts coffee over Starbucks, according to the Dunkin’ Donuts Web site.

A&G Research Inc. – under the counsel of claims test advisor Al Ossip – conducted the taste test in May and June in Atlanta, Boston, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami, New York City, and Starbucks’ home turf, Seattle.

The respondents in the double-blind taste test included 476 adults, each of whom had consumed regular, hot brewed coffee within the past week. A&G Research used fresh packaged coffee purchased in each brand’s stores and tested each brand’s most popular flavor: Dunkin’ Donuts Original Blend versus Starbucks House Blend. The coffee was served black and was brewed using equipment recommended by each brand.

A&G said the study results clearly indicated a preference for Dunkin’ Donuts:

  • Among all participants, 54.2% preferred Dunkin’ Donuts coffee, compared to 39.3% who chose Starbucks. 6.3% expressed no preference.
  • Of those participants who did have a preference, 58% favored Dunkin’ Donuts coffee, versus 42% for Starbucks.

    The results are featured on a new Web site, www.DunkinBeatStarbucks.com.

    “The results of this independent taste test underscore what our customers have always known: Dunkin’ Donuts quite simply serves the best cup of coffee in the country,” said Frances Allen, brand marketing officer for Dunkin’ Donuts. “Dunkin’ Donuts’ 58-year heritage in coffee is unmatched by any other chain.

    “Keeping Americans running all day with the highest-quality coffee has always set our brand apart from competitors,” Allen said. “It will continue to fuel our growth westward so every coffee drinker in America can experience for themselves the country’s best-tasting coffee, always served fast, fresh and at an affordable price.”

    A new spot rolling out on national television is depicting vignettes of hard-working Americans who have taken a blind taste test during their busy daily routines. A poll-taker seeks their vote and makes a checkmark on a clipboard to illustrate the results. The spot, created by Hill Holiday, offers a light-hearted approach that leaves an unmistakable message: consumers prefer Dunkin’ Donuts coffee over Starbucks.

    In 2008, for the second year in a row, Dunkin’ Donuts ranked No. 1 in customer loyalty in the coffee category by the Brand Keys Customer Loyalty Engagement Index. According to the survey, Dunkin’ Donuts was the leading brand for consistently meeting or exceeding consumer expectations.

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