An independent taste test of coffee drinkers across ten major U.S. markets shows a significant majority of participants preferred Dunkin' Donuts coffee over Starbucks.
A&G Research, Inc., under the counsel of claims test advisor Al Ossip, conducted the taste test in May and June in Atlanta, Boston, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami, New York City, and Starbucks' home turf, Seattle. 476 adults, each of whom had consumed regular, hot brewed coffee within the past week, participated in this double-blind taste test. For the test, A&G Research used fresh packaged coffee purchased in each brand's stores, tested each brand's most popular flavor (Dunkin' Donuts Original Blend versus Starbucks House Blend), brewed the coffee using equipment recommended by each brand and served it black.
A&G says that the study results clearly indicate a preference for Dunkin' Donuts:
* Among all participants, 54.2% preferred Dunkin' Donuts coffee, compared to 39.3% who chose Starbucks. 6.3% expressed no preference.
* Of those participants who did have a preference, 58% favored Dunkin' Donuts coffee, versus 42% for Starbucks.