Economy Brews Change for Coffee Drinkers

Americans splurge on Starbucks less often, make joe at home

By Jim O'Neill, Newser User

Posted Jan 19, 2009 9:51 AM CST

(Newser) – Still hitting Starbucks every day on your way to work? You’re in the minority. A recent survey found 60% of Americans buying less gourmet coffee as the economy has soured, reports Advertising Age. Starbucks’ loss has been Dunkin’ Donuts’ gain, allowing the company to expand into new markets as it makes a play for cash-strapped java drinkers.

“There’s definitely some trade-down going on; how much of that is happening is a guess at this point,” a Dunkin’ exec said. The online survey found consumers across all income brackets have cut back on buying expensive coffee. But that doesn’t mean they’ve cut back on their coffee consumption; many have turned to—gasp!—brewing their own joe at home.

McDonald's is adding on to its coffee capabilities, a move that has the specialty java outlets worried will sap their business. (AP Photo)

Penny-pinching Americans are visiting Starbucks less often, with many brewing coffee at home instead. (AP Photo)

Dunkin' Donuts employee Sandra Manoel pours coffee for a customer in Cambridge, Mass. (AP Photo)

Jon Luther, CEO of Dunkin' Donuts. The chain is adding stores at the same time as rival Starbucks is struggling. (AP Photo)

Increasingly, Americans are turning their backs on expensive cups of coffee, opting for cheaper brews. (AP Photo/Amy Sancetta)

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Economy Brews Change for Coffee Drinkers

Americans splurge on Starbucks less often, make joe at home

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Could devastate a still-ailing economy, writes Catherine Rampell

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With no consumer spending, economy keeps dragging

McDonald's Coffee Drinkers Most Loyal

McD's fans beat out Dunkin' Donuts, Starbucks customers

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Economy Brews Change for Coffee Drinkers

Americans splurge on Starbucks less often, make joe at home

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OTHER STORIES ON OUR RADAR

Starbucks • recession • consumer spending • Dunkin' Donuts • gourmet coffee • financial crisis

MOST POPULAR STORIES

[ By Views ]

[ By Comments ]

More Newser Stories

Next 12 Months: No Recession, but Slow Growth

Risk of recession at 26%; unemployment likely 9% at year's end

Brace Yourself for Even Worse 2nd Recession

Could devastate a still-ailing economy, writes Catherine Rampell

Recession Worse Than Thought; GDP Growth Weak

Economy grew just 1.3% over past three months

It's the Busted Consumer Bubble, Stupid

With no consumer spending, economy keeps dragging

McDonald's Coffee Drinkers Most Loyal

McD's fans beat out Dunkin' Donuts, Starbucks customers

About Us

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Newser By Users

Community

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What is Newser?