A coffee king has been crowned for the coming year.
Starbucks has taken the top spot as America’s favorite coffee, narrowly surpassing three-time honoree Dunkin’ Donuts for the Coffee and Quick Service Restaurant Brand of the Year.
The Harris Poll shows that 11 percent of millennials and 10 percent of Gen X’ers visit a Starbucks daily.
“Given the ever-present morning rush lines at Starbucks, the fact that millennials and Gen X make daily Starbucks runs might not be entirely surprising, but it is telling,” said Joan Sinopoli, vice president of brand solutions at The Harris Poll. “With its engaging rewards app and high-end Starbucks Reserve brand, Starbucks is proactively pursuing millennials and quite frankly, doing it better than most right now.”
Restaurants continue to adapt to the millennial lifestyle and ordering methods such as Starbucks’ mobile app and rewards program could be contributing to the recent boost.
The poll employed the EquiTrend Brand Equity Index, which is comprised of three factors — familiarity, quality and purchase consideration.
While all three scores were incredibly tight between the two front-runners, Starbucks pulled slightly ahead based off of its familiarity score.
Starbucks and Dunkin’ were followed by Krispy Kreme and Einstein Bros Bagels for fan favorites.
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