retail news in context, analysis with attitude

Brand Week reports on a new study from the Pew Research Center that asked the following question of American consumers:

Would you prefer to live in a place with more McDonald's or more Starbucks?

In the overall tally, 43 percent of respondents said McDonald’s, compared to 35 percent who said Starbucks. (The rest didn’t choose or had no preference.)

But the demographic differences are startling. According to the story, “Among the poll's 18-29-year-olds, Starbucks beat McDonald's by 49 percent to 36 percent. McDonald's had the edge over Starbucks among the 30-49-year-olds (45 percent vs. 37 percent), the 50-64s (43 percent vs. 33 percent) and those 65-plus (48 percent vs. 18 percent). Gender was also a factor. While McDonald's easily outpolled Starbucks among men (46 percent to 30 percent), it eked out just a one-point win among women (41 percent to 40 percent).

“In a breakdown of the data by race and ethnicity, McDonald's outpointed Starbucks among white respondents (43 percent vs. 35 percent) and, by a much wider margin, among their black counterparts (56 percent vs. 27 percent). Among Hispanic respondents, though, it was nearly a tie, with Starbucks getting 39 percent and McDonald's 38 percent.

“The only one of the survey sample's income brackets in which Starbucks beat McDonald's was the $75,000-plus cohort (48 percent vs. 34 percent) … Regionally, Starbucks had its best showing in the West, where it won by 47 percent to 28 percent. McDonald's won everywhere else.”

KC's View:
It probably is redundant to say that I am in the minority on this one…I’d bet that I make at least 50 visits to Starbucks for every single visit to a McDonald’s. Then again, that’s because I travel so much…and when I’m on the road, that’s usually where I find myself picking up a reliably good cup of coffee and the New York Times.

But that’s okay. I’m a lot more comfortable having a minority opinion…