美国著名咖啡店品牌星巴克Starbucks市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMER&

BRANDBrand

KPIs

for

restaurantchains:

Starbucks

in

the

U.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

3,730Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Starbucks’performance

intherestaurant

chainsmarket.Fieldwork:June2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Starbucks

maintains

its

market

relevance

by

effectively

connecting

with

youngergenerations

and

cultivating

a

dedicated

and

loyal

customer

baseIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•

Starbucksis

abrand

fortheyounger

generation,with

Gen

Zthe

most

likely

tofeel

affinityto

thecurrent

brandingstrategy•

Starbucksperforms

better

compared

to

theindustryaverage

intwo

key

performance

indicators:“Awareness”

and

“Loyalty”•

Women

aremore

likely

to

likeStarbucksasabrand•

Starbucksis

inthe

Top

10

performing

brandsfor:than

men•

Awareness•

Usage•

Starbuckshasanequal

proportion

of

LGBTQIA+users

asthe

industryaverage

forrestaurant

chaincustomers.•

Loyalty•

Starbucksholdsacommendable

industryposition,securing

aplaceinthe

top10

inmost

categories,except

forpopularityandmedia

buzz,where

itfallsoutsidethetop10

rankings.•

Starbuckstendsto

attractcustomers

from

high-income

brackets•

It’sgenerally

people

innuclearhouseholds

who

likeStarbucks•

However,

they

need

tofocuson

abroader

strategywith

popularityandbuzzinthe

media

beingamajorissue.

Address

this

andthe

brandwill

continuetoexpand3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4Nearly

every

restaurant

chain

customer

in

the

U.S.

is

familiar

with

StarbucksBrand

profile:

snapshotStarbucks’

brandperformance

within

theindustry

ofAmerican

online

consumers92%90%40%38%33%33%29%28%25%23%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onrestaurantchains

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:n=1,202,

respondents

who

have

used

restaurantchainsConsumer

Insights

Global,

asofSeptember

2023Sources:Starbucks

is

popular

among

the

younger

generations

in

the

restaurant

chainsmarketBrand

Profile:

consumer

demographics

(1/3)Starbucksresonates

well

with

the

younger

generations,

Generation

of

consumerswho

likeStarbucksinparticular,Gen

Z.

24%

of

Gen

Z

consumers

who

use38%37%restaurant

chainsare

fans

of

Starbucksasabrandcompared

to

20%

of

Gen

Zs

who

knowanybrandsintherestaurant

chainsmarket.29%27%Gen

Xers

and

Baby

Boomers

are

slightlylesslikely

tofeel

positively

towards

the

Starbucksbrandwith27%and11%

saying

theylikethem,

respectively

lower

thantheindustryaverage.24%20%13%11%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=452,

Starbucks

enthusiast,

n=1,209,

restaurantchain

customersConsumer

Insights

Global,

asofSeptember

2023Sources:Women

are

more

likely

to

like

Starbucks

as

a

brand

than

menBrand

Profile:

consumer

demographics

(2/3)GenderofStarbucks

fansTheGender

splitbetween

brandenthusiastsof

Starbucksshows

womenarevery

likely

to

haveanaffinity

with

thebrandover

men,

compared

totheIndustryaverage.LGBTQIA+status

ofStarbucks

fansStarbuckshasanequal

proportion

ofLGBTQIA+

usersas

theindustryaverageforrestaurant

chaincustomers.12%12%12%

ofStarbuckscustomers

considerthemselves

oftheLGBTQIA+communitywhich

alignswith

theindustryaverage.ItappearsthatStarbuckshasattracteddiverse

audiencesandisexploringopportunities

intargetinguntappeddemographics.38%49%51%62%

ofwomen

likeStarbuckscomparedto38%

of

men,whereas

the

industryaverage

forrestaurant

chainsshows51%

ofwomen

usethisservice84%86%2%compared

to

49%

of

men.62%4%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

restaurant

chains,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=452,

Starbucksenthusiast,

n=1,209,

restaurantchain

customersConsumer

Insights

Global,

asofSeptember

2023Sources:It’s

generally

people

in

nuclear

households

who

like

StarbucksBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aStarbucksHouseholdtype19%

ofStarbuckscustomers

arefromsinglehouseholds.

Couples

areslightlyless

likely

touseStarbucksthan

otherbrandsandforthenuclearfamily,itisthehighest.customer

slightlyvaries

from

thatoftheaverage

restaurant

chain

customer.Specifically,

33%

of

Starbuckscustomersbelong

tothehigh-income

slab19%21%Single33%30%34%compared

to

30%

of

theaverage17%19%Therefore,

with

thenuclear

householdmarket

wrapped

up

Starbucksmaywant

to

consider

opportunitiesandtarget

advertising

atsingle&couplehouseholdsCoupleNuclear

familySingleparentOtherrestaurant

chaincustomer.

Therefore,Starbucksis

abrand

thattendstoattractconsumers

from

higher-income

groups.34%34%25%21%11%12%36%28%27%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=452,

Starbucks

enthusiast,

n=1,209,

restaurant

chain

customersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Starbucks

take

sustainability

more

seriously

thanconsumers

in

generalBrand

profile:

attitudesWhat

do

consumersthink

ofrestaurant

chainsingeneral?35%

ofconsumers

wholike

Starbuckssaythey

arewell

informed

when

itcomes

torestaurant

chainsand

27%

ofthese

consumers

saythattheycan’timagine

theirlifewithout

restaurant

chains.Thiscompares

to

themarketaverage

of27%

and20%,

respectively.How

doespriceeffect

theirdecisions?22%

ofconsumers

wholike

Starbuckssayalow

price

ismore

important

than

highquality

when

itcomes

torestaurant

chainswhich

alignswith

anequalproportion

ofthemarket

average

of

22%Do

consumerstrusttheirrestaurant

chains?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

torestaurant

chainsisimportant

to42%

ofconsumers

who

likeStarbucks,compared

tothemarket

average

of

37%.Do

restaurant

chainsneed

to

innovateto

stay

relevant?36%

ofconsumers

wholike

Starbuckssayrestaurant

chainsexcite

themwith52%

confirming

theylike

to

try

outnew

and

innovative

restaurant

chains.Thiscompares

toamarket

average

of

30%

and

39%,

respectively.How

important

issustainability

toconsumers?According

to27%

ofconsumers

who

likeStarbucks,sustainability

is

importantwhen

itcomes

to

restaurantchains,compared

to

themarket

average

of

19%.9Notes:“Which

ofthese

statements

about

restaurantchains

do

youagreewith?”;

Multi

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=452,

Starbucks

enthusiast,

n=1,209,restaurantchain

customersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Starbucks

performs

better

than

the

industry

average

in

categories

likeawareness

andloyaltyBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withintherestaurant

chainsmarketWhen

itcomes

to

restaurant

chains,the

averageawareness

forabrandintheU.S.is

89%.

Awareness

ofStarbucks,however,

isslightlyhigherat

91%.Awareness100%With,40%

of

American

restaurant

chain

customerssayingthey

likeStarbucks,Starbucksfinds

itself

lessthan

theaverage,

44%,

forpopularity.34%

ofrestaurant

chain

customers

intheU.S.say

theyuseStarbucks,which

is

equaltothe

average

usageofanybrandinthe

industry.BuzzPopularity88%

ofStarbuckscustomers

saythey

would

usethebrandagaincompared

toan

average

loyalty

score

of83%.Starbucksis

slightlylesslikely

to

beseen

inthe

mediathan

other

brands,with

a“Buzz”score

of

25%compared

to

theindustryaverage

of

27%.LoyaltyUsageIndustryaverageBrand11

Notes:Sources:Restaurantchains

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,134,

respondents

who

know

the

individual

brand

(popularity),

n=1,134,

respondentswho

know

the

individual

brand

(usage),

n=391,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,134,

respondentswho

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Starbucks

was

the

ninth

most

recognized

brand

in

the

restaurant

chains

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofStarbucksRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.9%1McDonald’s95%94%94%94%94%93%93%93%91%91%2KFC3Burger

KingTaco

BellPizzaHutDomino's

PizzaSubwayOutofrespondents

whousetherestaurant

chains91%

were

aware

of

Starbucks.Thisranksthemin9thplacecompared

to

other

brandssurveyed

inthisindustry.45Thebrand

leading

thisKPI

is

McDonald’s

who

scoredanawareness

ratingof95%.678Wendy’s91%9StarbucksChick-fil-AAwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:Starbucks

ranks

outside

the

top

ten

most

popular

brandsin

the

restaurantchains

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofStarbucksRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

restaurant

chains,which

of

thefollowing

brandsdoyou

like?”.1McDonald’s60%55%53%52%51%50%46%46%45%44%2Burger

KingTaco

BellSubwayOutofconsumers

who

knew

thebrand

40%

saidtheyliked

Starbucks.Thisranksoutsidethetop10positions

compared

tootherbrandssurveyed

intherestaurant

chainsmarket.340%45Chick-fil-AWendy’sMcDonald’s

who

scored

apopularityratingof

60%

istheleader

inthis

KPI.Followed

by,Burger

Kingwhoscored

55%.

Despite

Starbucks'widespreadrecognition

foritscoffee,

consumers

don'tfind

theirpositioning

asadiningdestination

particularlyimpressive

asitfallsoutsidethetoptenrankings.660%7Applebee'sKFC89PizzaHutDomino's

PizzaLikeDonotlike10Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,134,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Starbucks

was

the

tenth

most

used

restaurant

chain

by

customersBrand

KPIs

&benchmarking:

usageSummaryUsage

ofStarbucksRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsothen

beingused,we

asked

each

respondent:

“When

itcomes

torestaurant

chains,which

of

thefollowing

brandshaveyou

used

inthepast12

months?”.1McDonald’s2Burger

KingTaco

BellSubway52%34%349%Outofcustomers

who

knew

thebrand34%

saidtheyused

Starbucks.Thisranksthemin10th

placecompared

to

other

brandssurveyed

inthisindustry.445%5Wendy’s45%Thebrand

leading

thisKPI

is

McDonald’s

who

had

ausagescore

of63%.

Followed

by,Burger

Kingwhoscored

52%.

Starbucks,placed

inthe10th

position

isstillfarbehindthe

market

leaders

interms

of

usage.6Chick-fil-ADomino's

PizzaKFC42%66%741%836%9PizzaHutStarbucks35%UseDonotuse1034%Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,134,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Starbucks

has

the

top

most

loyal

customers

in

the

restaurant

chains

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofStarbucks’

consumersRank#

BrandLoyalty

%88%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

restaurantchains,which

of

thefollowing

brandsare

you

likely

touseagaininthefuture?”.1StarbucksMcDonald’sApplebee'sWendy’sSubway12%288%387%487%Outofcustomers

who

used

Starbucks,88%

saidtheywould

usethebrandagain.Thisranks1st

positioncompared

to

other

brandssurveyed

inthisindustry.587%6PopeyesTacoBellPizzaHutIHOP86%McDonald’s

who

scored

aloyalty

score

of

88%

isinthe2nd

position.

Followed

by,Applebee’s

in3rd

whoscored

87%.

Starbucks,atthetop,enjoys

strong

brandloyalty

among

itscustomers,

with

adedicatedconsumer

baseconsistently

choosing

Starbucksforitsproducts

and

services.786%884%88%Not

return984%Loyal10Chick-fil-A84%Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=391,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Starbucks

falls

out

of

the

top

ten

for

the

most

heard

brand

in

the

media

withinthe

restaurant

chains

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofStarbucksRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McDonald’s2Domino's

PizzaBurger

KingChick-fil-AApplebee'sArby’s38%25%337%Outofcustomers

who

knew

thebrandonly

25%

saidthey

had

heard

aboutStarbucksinthemedia.

Thisranksoutsidethe

top

10

positionscompared

to

otherbrandssurveyed

inthisindustry.434%534%631%Thebrand

leading

thisKPI

is

McDonald’s

who

had

abuzzscore

of

41%.

Followed

by,Domino's

Pizza

whoscored

38%.

Starbucks,while

excelling

inmost

areas,

isstillworking

to

make

asignificantimpactinterms

ofmedia

presence,

aimingtosecure

aspotamong

thetop-performing

brandsinthis

KPI.7Subway31%75%8Taco

Bell30%9PizzaHut28%BuzzNobuzz10Dunkin’

Donuts27%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,134,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget