BIGresearch: Coffee Wars, Starbucks Still #1, McDonald's #2 and Rising, Dunkin' Donuts #3

COLUMBUS, OH--(Marketwire - May 28, 2009) - McDonald's is waging an all-out assault on the coffee industry, and they seem to be gaining ground in the battle of the baristas. Although Starbucks is still #1 (9.2% of consumers frequent the coffee house most often for their java fix), McDonald's has consistently grown since May of 2007, according to an analysis of BIGresearch's May 2009 Consumer Intentions & Actions (CIA) Survey (http://www.bigresearch.com). With the roll out of a multiplatform ad campaign estimated at more than $100 million, the Golden Arches will likely continue to build momentum.

Which Fast Food Restaurant or Coffee Shop do you purchase COFFEE at most
often?

               May    Aug    Nov    Feb    May    Aug    Nov    Feb    May
               2007   2007   2007   2008   2008   2008   2008   2009   2009
Starbucks      9.8%   9.5%   9.8%   11.2%  9.8%   9.6%   8.9%   9.6%   9.2%
Dunkin' Donuts 4.8%   4.8%   4.4%   5.1%   4.9%   4.7%   4.6%   5.0%   4.1%
McDonald's     3.3%   3.7%   4.7%   4.9%   4.0%   4.1%   4.6%   4.9%   5.4%

Source: BIGresearch, CIA-Trends

According to the analysis, McDonald's coffee drinkers (those who purchase coffee most often from McDonald's) tend to be older than Starbucks drinkers with an average age of 47.7 (vs. 39.2 for Starbucks drinkers). 46.8% of Starbucks drinkers are in the 18-34 age range, compared to 25.8% for McDonald's.

                  AGE PROFILES                 MARKET PREFERENCE BY AGES
        --------------------------------   --------------------------------
        Starbucks        McDonald's                  Prefer      Prefer
        Coffee Drinkers  Coffee Drinkers             Starbucks   McDonald's
18-24   20.1%            8.8%              18-24     14.9%       3.9%
25-34   26.7%            17.0%             25-34     14.1%       5.4%
35-44   19.2%            15.8%             35-44     9.3%        4.6%
45-54   15.8%            21.1%             45-54     7.3%        5.8%
55-64   9.7%             17.4%             55-64     5.9%        6.4%
65+     8.5%             19.9%             65+       4.5%        6.2%

Source: BIGresearch, CIA-May09

More Starbucks coffee drinkers are single at 29.1% (vs. 19% of McDonald's drinkers) and a higher percentage hold professional/managerial positions at their place of work (27.2% vs.15.7%). They also report a higher annual income of $67,487 vs. $55,572.

Other key findings:

• 33.7% of McDonald's coffee drinkers are confident/very confident in the economy, vs. 30.3% of Starbucks drinkers.
• 72.7% of McDonald's drinkers are focusing more on needs over wants, vs. 65.7% of Starbucks drinkers.
• 44.2% of McDonald's drinkers are buying more store brand/generics vs. 36.2% of Starbucks drinkers.
• 26.4% of McDonald's drinkers feel better about their economic situation, vs. 34.4% of Starbucks drinkers.
• 20.8% of McDonald's drinkers are starting to spend more on discretionary items, vs. 21.4% of Starbucks drinkers.

For additional complimentary data and charts: http://info.bigresearch.com/.

About BIGresearch

BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the monthly Consumer Intentions and Actions Survey (CIA) of 8,000+ respondents and the semi-annual Simultaneous Media Survey (SIMM) of 15,000+ respondents. More information is available at http://www.bigresearch.com

Contact Information: Contact: Chrissy Wissinger BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146