Customers at coffee shops prefer taste over convenience, price
By Jay Keller
If taste matters to you when you head out for a morning or afternoon pick-me-up, you are in the majority of Americans who will go out of their way to get buy a cup of joe.
According to the latest Harris Interactive survey published Thursday, taste plays a very important role when deciding where to buy coffee or tea as 78 percent of the 2,496 respondents agreed.
Taste ranked more than 20 percentage points higher than any other factor including price at 54 percent.
What’s more is that the Harris poll data revealed that three in five coffee (or tea) customers say they visit most often their favorite coffee shop, even if there’s another shop available that’s more convenient.
Of those who said they buy coffee or tea drinks at least a few times a week, 60 percent say they visit their favorite coffee shop instead of settling for a shop that’s “more convenient.”
When customers go out for coffee or tea, they prefer a national chain almost two-to-one over a local shop.
The survey also found that some customers also “it depends” on the taste, the price of their regular beverage and the location of the coffee shop.
The friendliness of the staff, the variety of the menu, the familiarity of the chain and atmosphere remain somewhat important to coffee lovers.
With taste on the forefront of customer’s minds, findings in the Harris Poll suggest that coffee shops may start feeling the pinch from popular, take-home brands who offer “specialized coffee and convenience.”
The convenience of single-serve, home-brewing machines have been steadily gaining in popularity with American adults buying a machine in an effort to cut down on the number of coffee runs.
About one-third of respondents say they have a single-cup brewing system at home, work or both.
Among adults with a single-serve, home-brewing machine, 70 percent said they chose to use it “instead of buying a drink at a coffee shop.”