Starbucks losing avid coffee fans

by Claire Murphy , PR Week UK 14-Feb-08, 06:00

Coffee chain Starbucks is being deserted by a significant minority of consumers, research by PRWeek shows.

The chain is fighting to improve its reputation and last month brought back its former CEO to tackle its falling popularity in the US.

But the online poll of 1,567 people found that, of the 62 per cent of consumers who regularly visit one of the four main coffee shop brands, 16 per cent actively avoid Starbucks.

The chain still attracts the highest share of consumers - 28 per cent would choose it over rivals Costa, Caffé Nero and Puccino's. But the sizeable chunk of active avoiders suggests the image Starbucks has garnered in recent years of dominating high streets may have started to bite.

The survey results also suggest consumers feel the Starbucks brand is no longer as in vogue as it has been - 23 per cent of people believe it is less fashionable than it was two years ago, a far greater percentage than those who believe Costa, Caffé Nero or Puccino's have lost their cool factor.