Starbucks vs. McDonalds: The Verdict
Apparently, we’re not as much of a caffeine nation as we may have thought. In fact, in a throwdown, it looks like a McFlurry would win out over a mocha latte.
Or at least that’s what a recent Pew Research Center study would predict in the event of a McDonald’s-Starbucks match-up. It turns out Mickey D’s took the lead when a national random sample of 2,260 adults was asked whether they would prefer to live in a place with more golden arches or more green mermaids. The final score: 43% for McDonald’s, 35% for Starbucks. With a strong 8-point lead, it looks like many would be willing to give up a morning boost for a morning McMuffin.
Interestingly, Pew also looked into the demographics behind these preferences. From the results presented in the report, it looks like the typical latte-drinker is more likely to fit the following profile: An 18- to 29-year-old, female West Coast upper-middle class liberal college graduate without religious affiliation. Blame it on Seattle.
Meanwhile, McDonald’s is the favored choice among men, blacks, adults 65 and over, those with a high school degree or less, conservatives and Christians.
When Pew conducted the survey, the question was prefaced with “Just for fun,” but the results, while not so surprising, could actually have significant meaning for the two mega-companies if they decide to target new franchises to those demographics—although the survey could also just be a reflection of already-determined target markets.
It’s also important to note that Pew only offered two options in the question. Who knows what would’ve happened had Subway been thrown in the mix? Maybe a Five-dollar Footlong would have knocked out both a Filet-O-Fish and a Frappuccino.
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Michael Freedman-Schnapp on Wed, Mar 04, 2009 at 2:10pm
There’s a big problem with this question—Pew didn’t ask which chain respondents preferred to patronize, they asked which place would you rather live in. This activates all sorts of crazy stereotypes people have.
Let’s assume that the people who identified as liberals in the sample tended to live in urban areas. Then the places in major cities that tend to have McDonalds are lower-income or are more central commercial areas then the places that have Starbucks. The places that tend to have more Starbucks are more residential and upper income.
So what does the partisan trend for the question really tell us?
Dave Steele on Thu, Mar 05, 2009 at 3:39pm
Now, if the question were would you rather live IN a Starbucks or a McDonalds, that’s easy. Starbucks has nice sofas that are way more comfortable than plastic booths. Plus Starbucks isn’t as greasy.
Urban Sociologist on Fri, Mar 06, 2009 at 4:28pm
This study is rather uninformative. Starbucks coffee can be as low as $2 or as much as $10; depending on your location, and what you order. People who are in a lower socioecomic neighborhood will more than likely not be able to afford starbucks, they will more than likely afford items at the local McDonald’s on the dollar menu. I am a college student who lives in upper middle class neighborhood who goes to starbucks regularly. However, there is a Mickey D’s down the road that I sometimes attend.
So what does that tell you?