Coffee Shop Chains – 2012 Ratings

Posted by Canstar Blue September 27th 2012

You are viewing the archived 2012 ratings for coffee shop chains. Go to our current coffee shop chain ratings.



See Our Ratings Methodology.

“Name your price!” say Australian coffee fanatics

Most Satisfied Customers for Coffee Shop Chains: 2012More than two thirds of coffee shop chain customers we recently surveyed said they could always find the cash for a good cup of coffee.

This went hand in hand with the fact that one in five survey respondents – and one in four Generation X respondents – considered themselves to be caffeine connoisseurs or “coffee snobs.”

While most knew where to draw the line with their caffeine intake, 14% of respondents admitted to having consumed so many coffees in a day that they weren’t able to sleep that night.

It wasn’t all about the caffeine hit though, with a major selling point for respondents being the chance to catch up with friends over an espresso or latte. In fact, our results revealed that most social engagements for two in five customers involved drinking coffee.

Furthermore, 65% of respondents noted coffee with friends was an “important bonding ritual” – especially for the 70% of females who said this was the case.

This survey also looked into which coffee shop chain customers were most satisfied with; and for 2012, Muffin Break was at the top of that list.

Muffin Break received our most satisfied customers award for coffee shop chains ahead of The Coffee Club, Michel’s, Dome, Gloria Jean’s, McCafé, Hudsons, Starbucks and Zarraffa’s Coffee.

When it came to customer satisfaction with coffee shop chains:

  • Award-winner Muffin Break earned five stars for overall customer satisfaction, value for money, service, range of menu options available, loyalty program and consistency across stores.
  • The Coffee Club emerged with five stars for service, range of menu options available, taste of coffee and consistency across stores.
  • Dome was awarded five stars for its range of menu options available, ambience/atmosphere and coffee taste.
  • Michel’s received five stars for service, while McCafé earned five stars for value for money.

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers of coffee shop chains within the survey group – in this case, 1,674 people. To qualify, the customer must have visited a coffee shop chain in the last 6 months. Brands must receive at least 30 responses to be included.

Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.

Overall customer satisfaction

Achieving five stars for overall customer satisfaction was Muffin Break, topping out this category for 2012. Next were The Coffee Club and Michel’s with four star ratings; then Dome, Gloria Jean’s, McCafé, Hudsons, Starbucks and Zarraffa’s Coffee with three.

Value for money

Both Muffin Break and McCafé earned five stars for value for money, followed by Michel’s with four. The Coffee Club, Dome, Gloria Jean’s, Hudsons, Starbucks and Zarraffa’s Coffee all received three stars for this criterion.

Service

Being welcomed with a smile (and a slice of cheesecake) is enough to brighten the day of any customer. The Coffee Club, Muffin Break and Michel’s received five stars ratings for customer service. Next were Gloria Jean’s, Dome, Hudsons and Starbucks with four stars each; then McCafé and Zarraffa’s Coffee with three.

Range of menu options available

Customers of The Coffee Club, Muffin Break and Dome were most satisfied with the range of menu options available to them from their coffee shop chain. Each brand received five stars, followed by Gloria Jean’s, McCafé and Starbucks with four. Michel’s, Hudson and Zarraffa’s Coffee each earned three stars for menu range.

Ambience / atmosphere

Dome was number one for top rated coffee shop ambience and atmosphere. After our five star recipient came The Coffee Club, Michel’s, Gloria Jean’s, Hudsons and Starbucks with four; then Muffin Break, McCafé and Zarraffa’s Coffee with three.

Taste of coffee

According to our results, coffee casuals and snobs should all head to Dome and the Coffee Club for five star rated coffee taste. Following were Muffin Break, Michel’s and Gloria Jeans with four stars; then McCafé, Hudsons, Starbucks and Zarraffa’s Coffee with three.

Loyalty program

Being rewarded for coffee shop loyalty feels good, especially when that reward involves free coffee! For its loyalty program, Muffin Break received five stars; ahead of four star recipients The Coffee Club, Michel’s and Gloria Jean’s. McCafé, Hudsons, Starbucks and Zarraffa’s Coffee all received three stars for this criterion, and Dome* received two.

* Dome received less than the minimum of 30 responses for Loyalty Program, however achieved at least the minimum sample requirements for all other criteria

Consistency across stores

Muffin Break and The Coffee Club customers were tied for the most satisfied with their chain’s consistency across coffee stores. Following our five star rated brands were Michel’s, Dome, Gloria Jean’s, McCafé, Hudsons and Starbucks with four stars, then Zarraffa’s Coffee with three.