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I have never really believed the phrase “America Runs on Dunkin’.” For one, when running, coffee isn’t really the choice beverage. Two, growing up in California I never saw or ate from a Dunkin’ Donuts. But, after moving to Boston, I quickly saw that Starbucks has a huge competitor in the coffee biz (have you had a small iced hazelnut with cream and sugar?!?). Coffee connoisseurs aside, I decided to compare Dunkin’ Donuts to Starbucks to see if America really does run on Dunkin’.
Looking at Compete data we can see that Starbucks has a bigger presence on the web, as well as more establishments nationwide.
With more than 2.5 million visitors to their website and over 12,000 stores in the United States it seems that people are running to Starbucks. While Starbucks does have more store locations than Dunkin’ Donuts (with over 6,000 stores nationally) are they also providing something online that is driving traffic to their site?
Looking at search referrals to Starbucks.com and DunkinDonuts.com we can see that Starbucks has a higher search referral share. Among the top 25 search referral keywords for Starbucks were “starbucks rewards.”
We can see that the referral for the Starbucks card or rewards is 9.83% of the search referral share that is sending traffic to Starbucks.com. Dunkin’ Donuts only sees 1.56% search referral share to their site for the DD Perks card or rewards.
Starbucks sees high traffic to their site because of their rewards program, while Dunkin’ Donuts has yet to capitalize. As the smaller of two coffee chains, can Dunkin’ Donuts optimize a rewards program, similar to what Starbucks has done with their rewards program online?
Maybe people might run a little faster if they were running towards some Dunkin’ rewards?
Alyssa is on the Inside Sales team here at Millward Brown Digital, working within the Financial Services and Technology & Entertainment industries delivering digital intelligence that helps clients improve their marketing based on the online behavior of millions of consumers. Find Alyssa on Twitter at @alyssamaine or connect with her on Linkedin.