Restaurant - QSR - Coffee Shop - Research - 201503

Costa Coffee, Starbucks and Caffè Nero Close Competitors in Winning Customer Loyalty

London, U.K., Wednesday 18 March 2015 – A national survey by Market Force Information reveals that consumers’ rate Greggs and Pret a Manger as providing the best coffee experiences, followed by competitors Caffè Nero, Costa Coffee and Starbucks.  Although 43 per cent of consumers were highly satisfied with their coffee experience, one in ten consumers were dissatisfied.

For the rankings, Market Force polled more than 4,500 consumers in January 2015 who were asked to rate their satisfaction with their last experience at a given coffee shop and their likelihood to recommend it to others. The data was averaged to rate each restaurant brand on a Composite Loyalty Index.  

Wake up and Smell the Coffee!

In addition to the Composite Loyalty Score, Market Force also looked at the attributes that drive consumer preferences for an excellent coffee experience, focusing on eight critical drivers such as service, food quality and value. Consumers found that brands provide good service, clean restaurants, and high food quality, but have opportunities to improve healthy food options. 

Consumers rated Pret a Manger as being the best on seven of the eight critical drivers of satisfaction. Greggs scored best on only one attribute - value received for money spent. Greggs came in second best on friendliness of staff, speed of service, and store cleanliness.  When coffee locations score well on the eight critical drivers, 95 per cent of consumers will recommend the brand. When coffee locations excel on only one of those critical drivers, only 34 per cent will recommend.

Mobile Apps – Fast Becoming a Favourite with Consumers

Consumers also indicated whether they used the mobile application offered by brands they had recently visited. Of all the respondents surveyed, an average of 60 per cent across all brands didn’t know the brand offered a mobile app which means brands have the opportunity increase awareness of their mobile apps. When consumers know of an app, they had typically downloaded it. Adoption rate varied by brand, with Greggs having the highest adoption rate (68 per cent), followed by Starbucks (58 per cent), Costa (51 per cent) and lastly Pret a Manger (36 per cent).

Survey Demographics

The survey was conducted online in January 2015 across the United Kingdom. The pool of 4,500 reflected a broad spectrum of income levels, with 67 per cent reporting household incomes between £25,000 and £49,000 a year. Respondents’ ages ranged from 19 to over 65. Approximately 68 per cent were women and 32 per cent were men.

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*Composite loyalty score = Market Force asked participants to rate their satisfaction with their favourite restaurant and their likelihood to refer that restaurant to others. The results were averaged to attain a Composite Loyalty Score.

About Market Force Information

Market Force is the leading global customer intelligence solutions company for multi-location businesses, including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force has pioneered the industry with a suite of customer intelligence solutions that enable multi-location business to manage operational excellence and customer loyalty. Proprietary decision-support tools comprise a platform of data collection techniques including mystery shopping, customer surveys and contact centre; analytics algorithms for predicting growth in loyalty and financial metrics; and a technology platform for integrating multiple data streams. Market Force solutions enable brands to identify the actions required at the store level to increase customer loyalty and improve financial performance. For more information, visit www.marketforce.com/.

Coffee brands have the opportunity to capture more wallet share in two ways. First is focusing on creating a great experience through exceptional execution by every location in the estate, which will create differentiation in a market that has become very competitive. Second, brands can drive awareness and adoption of mobile apps to create a convenient, hassle-free experience.

Date: Wednesday, 18 March, 2015

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To discuss your needs for improving performance for your multi-location brand, give us a call. We’d be happy to discuss best practices for measuring the customer experience and compliance to brand standards, using analytics to understand what matters most and the ROI for change, and technology solutions that integrate large quantities of data on one single platform. We look forward to a great discussion!

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