March 14th, 2023, Lesley Simeon
Starbucks has announced plans to inaugurate 100 new stores across the UK in 2023. Currently, the company has more than 1000 outlets in the country. The new outlets - part of a Europe-wide investment programme - are expected to leverage the success the company tasted in drive-through and digital channels. The announcement comes after the coffee chain giant reported an increase in 2022 sales in the UK.
Given its latest expansion plans, we look at how Starbucks has been doing in recent years.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily – overall, Starbucks’ Current Customer score improved between 1 January 2019 and 6 March 2023, going from 8% at the start of the observation period to reach 1% on 20 June 2020, a couple of months after the first nationwide lockdown was announced in the UK. It has since recovered and was 10% on 6 March 2023.
The brand’s Value metric - which measures whether the brand represents poor or good value for customers’ money - has consistently stayed in the negative territory. The metric went from a net score of -18 on 1 January 2019, improved slightly to touch -12 on 16 August 2020, before dipping back to -18 on 6 March 2023.
Data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - shows that 8% of Britons purchased food or drink from Starbucks in the past 30 days.
At 33%, Britons purchased food or drink from McDonald’s in the past 30 days. Greggs (21%), Costa Coffee (17%) and KFC (13%) follow McDonald’s.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Starbucks’ Current Customer score is based on the question: Have you purchased food or drink from any of the following restaurants, coffee chains or food delivery services in the past 30 days? and delivered as percentage. It’s Value score is based on the question: Which of the following restaurants, coffee chains or food delivery services do you think represents good value for money/poor value for money and delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 6143 GB adults between 1 January 2019 and 6 March 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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