Starbucks remains the favorite coffee franchise of Korean and Chinese customers. And while local brand 85℃ attracts most customers in Taiwan, the Taiwanese say they are more satisfied with Starbucks.
The findings come from a survey of 2,775 people in their 20s, 30s, and 40s in Korea, China, and Taiwan by market researcher Trend Monitor. In Korea, Starbucks is followed by Dunkin Donuts and Coffee Bean, and in China by MacDonald's and U.B.C Coffee. In Taiwan, Starbucks is no. 2, followed by 7-11 City Café.
Korean and Chinese customers said they favored Starbucks because they liked the coffee there, but the pragmatic Taiwanese chose 85℃ because a branch was close. In all three countries, Starbucks scored the highest for customer satisfaction.
Respondents were on the whole happy with the flavor, menu, and interior design of the coffee chains but not with the prices. Some 88.3 percent in Korea, 87.9 percent in China, and 91.4 percent in Taiwan thought they were expensive.