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MONDAY, NOVEMBER 23, 2009
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Economy Brews Change for Coffee Drinkers

Americans splurge on Starbucks less often, make joe at home

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(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.
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.
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.
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.
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.
Increasingly, Americans are turning their backs on expensive cups of coffee, opting for cheaper brews.   (AP Photo/Amy Sancetta)
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Michael_CT
Jan 19, 09 11:44 PM CST
It's almost as if: as times get tougher - people get smarter. I wonder what the scientists have to say about that? Reply
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