BIGresearch: Coffee Cup Politics; Starbucks Drinkers
Favor Obama, McDonald’s Lean Towards McCain

The Decline of Latte Liberal Market Highlights McDonald’s and Dunkin’ Donuts Coffee Drinkers

COLUMBUS, OH – 8/22/08 – What do Starbucks and Barack Obama have in common? They are both declining in popularity according to the latest BIGresearch (http://www.bigresearch.com) monthly Consumer Intentions and Actions (CIA) Survey of over 8,500 participants. Since February 2008, the percentage of people who say they go to Starbucks most often for coffee has declined 14% from 11.2% to 9.6%. Meanwhile, Obama has fallen behind McCain as 38% of the consumers said they would vote for McCain v. 37.4% for Obama. In July, Obama led McCain 37.8% to 36.8%.

During the primaries, the “latte liberals” were often associated with Obama and indeed Starbucks drinkers prefer Obama over McCain (44% v. 37.8%). People who get their cup of joe from McDonald’s prefer McCain (45.4%) over Obama (29.2%). However, when it comes to undecided voters, Dunkin’ Donuts has the highest percentage of customers still on the fence (22%). It could be that Dunkin’ Donuts may have an impact on this election.

If the Presidential Election were held today, who would you vote for?

Starbucks         McDonald’s        Dunkin’ Donuts 
Coffee Drinkers*  Coffee Drinkers*  Coffee Drinkers* 

John McCain       37.8%             45.4%             32.8%
Barack Obama      44.0%             29.2%             42.5%
Undecided         15.0%             21.0%             22.0% 

Source: BIGresearch, Aug 08 CIA (N=8582)
*Fast Food Restaurant or Coffee Shop respondents purchase coffee at MOST OFTEN 

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“With a declining number of Starbuck stores, it’s possible the ‘new’ key battleground states may be McDonald’s and Dunkin’ Donuts,” said Gary Drenik, President of BIGresearch.

On the more serious side, the overall preferences for August show McCain now having a slight lead over Obama:

If the Presidential Election were held today, who would you vote for?

All         Registered  Voted in
      Adults      Voters      2004        Republicans Democrats

John McCain       38.0%       39.0%       40.9%       75.3%       11.2%
Barack Obama      37.4%       36.6%       35.4%       9.1%        66.5%

Source: BIGresearch, Aug 08 CIA (N=8582)

About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch conducts the Consumer Intentions and Actions (CIA) Survey which monitors more than 8,000 consumers each month. The CIA delivers fresh, demand-based information on where the retail consumer is shopping and their changing behavior. Unlike indicators based on past performance, this data brings intelligence on where the retail consumer is going, their intentions and actions. They also conduct the Simultaneous Media Survey (SIMM) of more than 15,000 consumers twice each year.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. http://www.bigresearch.com

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