DUNKIN’
DONUTS
STARBUCKS
VS.
Dr!"#$r%
Dr!"#$r%
ANALYZED SOCIAL
9 !"##"$%
PUBLIC ONLINE EXPRESSIONS FROM
DUNKIN’
DONUTS STARBUCKS&
ONLINE AUDIENCES AND FOUND....
CRM INTE...
DUNKIN’
DONUTS Dr!"#$r% STARBUCKS Dr!"#$r%
TEND TO BE
S&'!() M&*%
Sp&r+% F("(+!'%
F(*!), Tr(v$)$r%
C&))$-$ A-$
M.%!' E"+/....
DUNKIN’
DONUTS
Dr!"#$r% S&'!() M&*%ARE
TOP NETWORKS
TOP BLOGS
TOP SOCIAL MEDIA
M.%!' E"+/.%!(%+%ARE
TOP VIDEO PLATFORMS TOP MAGAZINES
TOP TV SHOW
STARBUCKS Dr!"#$r%
...WHICH ALIGNS WELL
WITH starbucks’
ITUNES PICK OF THE
WEEK OFFERS, WHERE
CUSTOMERS CAN
DOWNLOAD FREE MUSIC.
DUNKIN’
DONUTS
Dr!"#$r% F(*!), Tr(v$)$r%ARE
TOP HOTELS
THEY DISCUSS
family travel
MORE FREQUENTLY
THAN STARBUCKS
DRINKERS....
ARE
THEY USE SOCIAL DRIVING NAVIGATION APP
STARBUCKS Dr!"#$r% E(r), A0&p+$r 1p)&r$r%
AS MUCH AS THE GENERAL POPULATION.
AS...
STARBUCKS Dr!"#$r% WATCH
DUNKIN’
DONUTS
Dr!"#$r% WATCH
D&"'( S)&p%
B*"#%
H&($+%
P,z* J&!"(%
B*r% & T*v$r"%
C&++$-$% & U"!v$r%!(!$%
S)&pp!"- M*++%
C&ff$$ S)&p%
P'b+!/ Tr*"%!(
P,z*...
WHEN IT COMES TO
COMPETITORS....
DUNKIN DONUTS STARBUCKS CARIBOU COFFEE
MCDONALDS KEURIG KRISPY KREME
2.2%
7.2%
16.3%
0.6%
59.2%
14.4%
DUNKIN’
DONUTS Dr!"#...
DUNKIN’ DONUTS STARBUCKS MCDONALDS
KEURIG KRISPY KREME
2.4%
87.9%
6.7%
1.3%
1.4%
STARBUCKS Dr!"#$r% TALK ABOUT
MEANWHILE,
...
THEY DISCUSS
SPECIFIC MENU
ITEMS VERY
DIFFERENTLY.
STARBUCKS Dr!"#$r%DUNKIN’
DONUTS Dr!"#$r%
GENERIC
COFFEE
PRODUCTS
GENERIC
COFFEE
PRODUCTS45.5%
21.8%
32.7%PRODUCTS
PRODUCT...
DUNKIN’
DONUTS Dr!"#$r%
HAVE K-CUPS ON THE BRAIN.
THEY MENTION K-CUPS
MORE FREQUENTLY
THAN STARBUCKS
DRINKERS.
7X
STARBUCKS RECENTLY ANNOUNCED IT
WILL SELL beer and wine AS PART OF A
CAMPAIGN.STARBUCKS Evenings
discuss alcohol brands MO...
DUNKIN’
DONUTS
Dr!"#$r%
LIKE THEIR
COFFEE iced.
THEY TALK ABOUT
iced coffee
MORE FREQUENTLY
THAN STARBUCKS
DRINKERS.
3.7X
STARBUCKS SAW WHEN
PUSHING ITS BOTTLED
ICED COFFEE TO
IN SPRING 2013.
...WHICH MAY EXPLAIN THE
retail distributors
market ...
IS CONSTANTLY EVOLVING ITS breakfast menu.DUNKIN’
DONUTS
AND IT SHOWS. DUNKIN
DRINKERS DISCUSS
breakfast products
AS MUCH ...
Learn More
Visit TrueLens.com or contact team@truelens.com to get started.
TrueLens helps Fortune 500 brands understand an...
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25 Insights about Dunkin' Drinkers and Starbucks Drinkers

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As part of an ongoing series comparing Socialgraphics of audiences of major brands, TrueLens analyzed social behavioral data in 9 million public online expressions from the social audiences of Dunkin’ Donuts and Starbucks. We uncovered a range of Socialgraphic insights from media habits, to competitor affinities, to specific product and campaign mentions for the individual customers in those audiences. The Dunkin’ Donuts audience skewed toward mom and sports-focused media. Starbucks drinkers tend to be younger, early adopters whose affinity for music resonates through their brand affinities, TV shows they watch.

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Transcript of "25 Insights about Dunkin' Drinkers and Starbucks Drinkers"

  1. 1. DUNKIN’ DONUTS STARBUCKS VS. Dr!"#$r% Dr!"#$r%
  2. 2. ANALYZED SOCIAL 9 !"##"$% PUBLIC ONLINE EXPRESSIONS FROM DUNKIN’ DONUTS STARBUCKS& ONLINE AUDIENCES AND FOUND.... CRM INTELLIGENCE PROVIDER BEHAVIORAL DATA IN
  3. 3. DUNKIN’ DONUTS Dr!"#$r% STARBUCKS Dr!"#$r% TEND TO BE S&'!() M&*% Sp&r+% F("(+!'% F(*!), Tr(v$)$r% C&))$-$ A-$ M.%!' E"+/.%!(%+% E(r), A0&p+$r 1p)&r$r% TEND TO BE
  4. 4. DUNKIN’ DONUTS Dr!"#$r% S&'!() M&*%ARE TOP NETWORKS TOP BLOGS TOP SOCIAL MEDIA
  5. 5. M.%!' E"+/.%!(%+%ARE TOP VIDEO PLATFORMS TOP MAGAZINES TOP TV SHOW STARBUCKS Dr!"#$r%
  6. 6. ...WHICH ALIGNS WELL WITH starbucks’ ITUNES PICK OF THE WEEK OFFERS, WHERE CUSTOMERS CAN DOWNLOAD FREE MUSIC.
  7. 7. DUNKIN’ DONUTS Dr!"#$r% F(*!), Tr(v$)$r%ARE TOP HOTELS THEY DISCUSS family travel MORE FREQUENTLY THAN STARBUCKS DRINKERS. 15&
  8. 8. ARE THEY USE SOCIAL DRIVING NAVIGATION APP STARBUCKS Dr!"#$r% E(r), A0&p+$r 1p)&r$r% AS MUCH AS THE GENERAL POPULATION. AS MUCH AS THE GENERAL POPULATION. 4& 3& AND THEY USE LOCAL EXPLORING APP
  9. 9. STARBUCKS Dr!"#$r% WATCH DUNKIN’ DONUTS Dr!"#$r% WATCH
  10. 10. D&"'( S)&p% B*"#% H&($+% P,z* J&!"(% B*r% & T*v$r"% C&++$-$% & U"!v$r%!(!$% S)&pp!"- M*++% C&ff$$ S)&p% P'b+!/ Tr*"%!( P,z* J&!"(% DUNKIN’ DONUTS Dr!"#$r% CHECK INTO ON STARBUCKS Dr!"#$r% CHECK INTO
  11. 11. WHEN IT COMES TO COMPETITORS....
  12. 12. DUNKIN DONUTS STARBUCKS CARIBOU COFFEE MCDONALDS KEURIG KRISPY KREME 2.2% 7.2% 16.3% 0.6% 59.2% 14.4% DUNKIN’ DONUTS Dr!"#$r% TALK ABOUT STARBUCKS IS very popular AMONG DUNKIN DRINKERS. THEY DISCUSS IT ALMOST 60% OF THE TIME THEY MENTION A SPECIFIC COFFEE BRAND. WHAT
  13. 13. DUNKIN’ DONUTS STARBUCKS MCDONALDS KEURIG KRISPY KREME 2.4% 87.9% 6.7% 1.3% 1.4% STARBUCKS Dr!"#$r% TALK ABOUT MEANWHILE, STARBUCKS DRINKERS ARE obsessed WITH THE STARBUCKS BRAND. WHAT
  14. 14. THEY DISCUSS SPECIFIC MENU ITEMS VERY DIFFERENTLY.
  15. 15. STARBUCKS Dr!"#$r%DUNKIN’ DONUTS Dr!"#$r% GENERIC COFFEE PRODUCTS GENERIC COFFEE PRODUCTS45.5% 21.8% 32.7%PRODUCTS PRODUCTS 48.1% 34.6% 17.3% PRODUCTS PRODUCTS TALK ABOUT TALK ABOUT LIKE “ESPRESSO” “LATTE” “MOCHA” LIKE “FRAPPUCCINO” “SKINNY LATTE” “CARAMEL MACCHIATO” LIKE “COOLATTA ” “DUNKACCINO” LIKE “FRAPPUCCINO” “SKINNY LATTE” “CARAMEL MACCHIATO” LIKE “ESPRESSO” “LATTE” “MOCHA”
  16. 16. DUNKIN’ DONUTS Dr!"#$r% HAVE K-CUPS ON THE BRAIN. THEY MENTION K-CUPS MORE FREQUENTLY THAN STARBUCKS DRINKERS. 7X
  17. 17. STARBUCKS RECENTLY ANNOUNCED IT WILL SELL beer and wine AS PART OF A CAMPAIGN.STARBUCKS Evenings discuss alcohol brands MORE THAN THE GENERAL POPULATION. SPECIFICALLY, THEY EXPRESS STRONG AFFINITIES FOR THESE BRANDS: FITTING, BECAUSE STARBUCKS DRINKERS 2X
  18. 18. DUNKIN’ DONUTS Dr!"#$r% LIKE THEIR COFFEE iced. THEY TALK ABOUT iced coffee MORE FREQUENTLY THAN STARBUCKS DRINKERS. 3.7X
  19. 19. STARBUCKS SAW WHEN PUSHING ITS BOTTLED ICED COFFEE TO IN SPRING 2013. ...WHICH MAY EXPLAIN THE retail distributors market opportunity
  20. 20. IS CONSTANTLY EVOLVING ITS breakfast menu.DUNKIN’ DONUTS AND IT SHOWS. DUNKIN DRINKERS DISCUSS breakfast products AS MUCH AS STARBUCKS DRINKERS.3&
  21. 21. Learn More Visit TrueLens.com or contact team@truelens.com to get started. TrueLens helps Fortune 500 brands understand and communicate with their customers better. Our approach to individual level customers’ social behavioral data is driving 2x ROI on marketing campaign performance. Find out how TrueLens Socialgraphics can improve your customer intelligence and data-driven marketing programs.

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