Baby Boomers Are the Real Coffee Connoisseurs
Baby Boomers Leading the Charge as the Real Coffee Connoisseurs
Wild Bean Café tops customer satisfaction survey
Auckland, 14 February 2014 – BP’s Wild Bean Café has bested major national coffee chains, such as Robert Harris, Starbucks and Columbus Coffee, in a new coffee shop chain customer satisfaction survey from Canstar Blue, released today.
Also under the microscope was Kiwis’ coffee drinking habits, showing that we care about our coffee, with 49 per cent of those surveyed stating that they will go out of their way to get a good cup of coffee. We are also willing to pay for the privilege of a cup of Joe with 67 per cent considering taste more important than cost when it comes to buying a cup of coffee.
Derek Bonnar, Canstar New Zealand General Manager says that there is a clear generation divide when it comes to how we consume our coffee.
“The older you are the more you enjoy drinking coffee for the pleasure of drinking coffee rather than the need for a caffeine hit. It is a significant gap with 23 per cent of Generation Y drinking coffee for the caffeine compared to only 6 per cent of Baby Boomers. The older generation also consider taste more important than cost compared to their younger counterparts, with a 70 per cent to 61 per cent split.”
A daily café coffee is a ritual for one in six New Zealanders, equating to an annual spend of around $1,000. Men are nearly twice as likely as women to splurge on a daily coffee.
Breaking down New Zealand’s coffee habits by region:
Aucklanders – most likely to buy coffee everyday (21%), least likely to have three or more cups of coffee a day (26%), most likely to consider coffee to be breakfast (30%), most likely (alongside BOPers) to drink coffee for the caffeine (14%).
Waikato people – least likely to go out of their way to buy a good cup of coffee, mostly likely to have three or more cups of coffee a day (35%), least likely to restrict their café coffee habit to save money (32%).
Bay of Plenty people – least likely to start their day with coffee (33%), most likely (alongside Aucklanders) to drink coffee for the caffeine (14%).
Wellingtonians – most likely to go out of their way to buy a good cup of coffee (53%), most likely to restrict their café coffee habit to save money (44%), mostly likely to consider taste more important than cost when buying coffee (72%).
Cantabrians – least likely to drink coffee for the caffeine (10%).
Otago people – least likely to buy coffee everyday (10%), most likely to start their day with coffee (38%), least likely to consider coffee as breakfast (17%), most likely to drink more coffee then they think they should (31%), least likely to consider taste more important than cost when it comes to buying coffee (63%).
The survey covered nine
1. Overall satisfaction with coffee shop chain
2. Value for money
3. Customer Service
4. Range of menu options available
5. Ambience / atmosphere
6. Taste of coffee
7. Quality of food
8. Loyalty program
9. Consistency across stores
Bonnar says that it is positive to see how Wild Bean Café BP has developed a café model that consistently delivers high customer satisfaction and quality, and is a reflection of just how developed New Zealand’s coffee culture has become.
“Wild Bean has worked hard to do away with the old stereotype that there needs to be a trade-off between quality and convenience. More importantly they have achieved this across their 81 cafes nationwide with customers ranking them 5 stars for consistency and a strong performance across all categories surveyed.”