Beverage Survey: Fall Drinks Drive Loyalty

During the deluge of new fall drinks, Dunkin', Starbucks, and Sonic held onto repeat customers, according to Numerator's new report, Sip Season Showdown: The Battle for Beverage Buyers. The report, which examines how beverages are redefining growth in QSR, is based on verified purchase data from Aug. 1 to Oct. 19 and a sentiment survey of more than 200 verified QSR fall beverage buyers

Fall beverages covered in the report include Starbucks (Pumpkin Spice Latte, Iced Pumpkin Cream Chai, Pumpkin Cream Cold Brew), Dunkin' (Pumpkin Spiced Latte, Cereal N Milk Latte, Candy Bar Signature Iced Latte, Sabrina's DayDream Refreshers), and Sonic (Red Bull Recharger).

Key findings include:

• Each QSR is attracting a distinct beverage guest. Starbucks' fall beverage buyers are more likely to be high-income, Hispanic Millennials living in urban areas. Dunkin' fall beverage buyers are more likely to be low-income, Hispanic Gen Z consumers in suburban and urban areas. Sonic fall beverage guests are more likely to be middle-income Gen Z in rural areas.
• Starbucks fall menu buyers averaged 8.5 trips (vs. 5.5 trips for the average Starbucks guest). Dunkin' fall menu buyers averaged 11.4 trips (vs. 6.3 trips), and Sonic fall menu buyers averaged 6.1 trips (vs. 3.1 trips).
• 23.1% of Sonic fall menu buyers were low income, and 48.4% were middle income, the highest out of all three QSRs. Starbucks won with high-income consumers with 40.4% of its fall menu buyers being high-income.
• The beverages with the highest likelihood to repurchase were the Starbucks Iced Pumpkin Cream Chai (89% would probably or definitely repurchase), Starbucks Pumpkin Spice Latte (85%), Sonic Red Bull Recharger (84%), Dunkin' Pumpkin Spiced Latte (82%), and Starbucks Pumpkin Cream Cold Brew (81%).
• Starbucks buyers were more likely to list a desire for healthy menu items as a purchase driver (20%) while Dunkin' buyers wanted something new (36%), and Sonic drinkers craved caffeine (56%).