Study: Starbucks closed-door training had little impact on patrons
CHICAGO (Mar. 13, 2008) Starbucks Coffee's closing of more than 7,000 domestic units for three hours last month to retrain baristas appears to have caused minor inconvenience to its customers and little gain for the Seattle-based chain’s competitors, according to a recent independent survey by a market research group here.
However, only 3 percent of the 1,000 people surveyed said the closed-door training session proved that Starbucks was improving service.
The study, conducting by Synovate, a research arm of Aegis Group PLC reached 1,000 American coffee drinkers and asked them whether they knew about the store closings, how it impacted them and whether they chose to visit another restaurant for coffee.
The majority of respondents, 94 percent, said the closing did not impact them in any way. Of the 544 who identified themselves as Starbucks customers, 88 percent said they purchased coffee from another store while Starbucks was closed from 5:30 p.m. to 8:30 p.m. on Feb. 26 for the employee training session. Twelve percent said they waited for Starbucks to reopen.
Of those who bought coffee at another restaurant during the Starbucks’ closings, 20 percent took advantage of Dunkin' Donuts' 99 cent coffee offer at the time. Fewer than 14 percent went to McDonalds for coffee.