As colossal coffee chain Starbucks struggles to keep up with past profit margins, its competitors continue to move in for the kill. Earlier this month, breakfast chain Dunkin' Donuts introduced its version of a recession deal. Now, in its latest ad campaign, the chain is claiming it beat Starbucks in a blind taste test.
In the campaign, Dunkin' Donuts, which is currently in the middle of a national expansion effort, airs a new TV spot and launched a website, Dunkin' Beat Starbucks, that will highlight the results of the taste test.
The blind taste test, conducted by A&G Research, polled 476 adults in Boston, Chicago, Los Angeles, New York, and Seattle. According to a press release from the chain, 54.2 percent of participants surveyed preferred Dunkin' Donuts coffee to the 39.3 percent who preferred Starbucks coffee. Another 6.3 percent had no preference between the two.
I'm slightly surprised by the results: I recently had Dunkin' Donuts coffee, and found that I still prefer the coffee from Starbucks. What about you? Are you impressed by the study's results, or are you skeptical of the findings?