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Food drives coffee shop choice, coffee taste important

According to Canstar Blue’s latest survey, more than half of Australians drink more than two cups of coffee each day, and while Donut King was the recipient of Canstar Blue’s Most Satisfied Customers Award – Coffee Shop Chains, the survey should provide interesting findings of benefit to petrol and convenience stores.

“Sixty eight percent of surveyed Aussies choose their coffee shop based on its food options, which makes Donut King particularly appealing to coffee drinkers. Donut King also rated five stars for value for money, customer service, quality of food, loyalty program, and for their consistency across stores,” Canstar Blue said.

Following on four stars were Zarraffa’s Coffee, which received top marks for the taste of its coffee; Michel’s Patisserie; Muffin Break; Starbucks; Jamaica Blue; Dôme, predominately found in WA; Gloria Jean’s Coffee; and The Coffee Club.

And with overall three star ratings were McCafé, the café branch of McDonald’s, and Hudsons coffee.

The study revealed that the average Australian will spend $16.00 a week on coffee, or $832 per year (Canstar Blue’s Coffee Shop Chain survey of 1,794 customers last 6 months).

Australians seem unfazed by the cost of quality coffee, with close to two thirds of respondents declaring they prefer barista made coffee to what they can make at home.

For favourite coffee types: Cappuccinos are a particular favourite, with 37% of respondents reportedly ordering them most; followed by Lattes (21%); then Flat whites (17%).

Looking at ‘What drives coffee shop satisfaction’, Canstar Blue said that interestingly, 68% of survey respondents said they choose which coffee shop to visit based on their food offerings, rather than drinks.

But it’s the quality of coffee they bought that seems to stick in the mind:

Drivers of coffee shop satisfaction % of respondents
Taste of coffee 30%
Customer service 17%
Value for money 15%
Consistency across stores 12%
Quality of food 9%
Taste of other drinks 8%
Loyalty program 8%

Source: Canstar Blue survey of 1,876 adults in July 2015.

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