Starbucks brand profile U.S. 2024

How high is the brand awareness of Starbucks in the United States?
When it comes to restaurant chain customers, brand awareness of Starbucks is at 94 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Starbucks in the United States?
In total, 36 percent of U.S. restaurant chain customers say they like Starbucks.

What is the usage share of Starbucks in the United States?
All in all, 31 percent of restaurant chain customers in the United States use Starbucks.

How loyal are the customers of Starbucks?
Around 27 percent of restaurant chain customers in the United States say they are likely to use Starbucks again.

What's the buzz around Starbucks in the United States?
In 2024, about 24 percent of U.S. restaurant chain customers had heard about Starbucks in the media, on social media, or in advertising over the past three months.

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Starbucks brand awareness, usage, popularity, loyalty, and buzz among restaurant chain customers in the United States in 2024

Characteristic	Share of respondents
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Number of respondents

1,178 respondents

Age group

18-64 years

Special properties

respondents who go to restaurant chains

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to restaurant chains, which of the following brands do you like?
Brand usage: When it comes to restaurant chains, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to restaurant chains, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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