As part of an ongoing series comparing Socialgraphics of audiences of major brands, TrueLens analyzed social behavioral data in 9 million public online expressions from the social audiences of Dunkin’ Donuts and Starbucks. We uncovered a range of Socialgraphic insights from media habits, to competitor affinities, to specific product and campaign mentions for the individual customers in those audiences. The Dunkin’ Donuts audience skewed toward mom and sports-focused media. Starbucks drinkers tend to be younger, early adopters whose affinity for music resonates through their brand affinities, TV shows they watch.

1. DUNKIN’
DONUTS
STARBUCKS
VS.
Dr!"#$r%
Dr!"#$r%

2. ANALYZED SOCIAL
9 !"##"$%
PUBLIC ONLINE EXPRESSIONS FROM
DUNKIN’
DONUTS STARBUCKS&
ONLINE AUDIENCES AND FOUND....
CRM INTELLIGENCE PROVIDER
BEHAVIORAL DATA IN

3. DUNKIN’
DONUTS Dr!"#$r% STARBUCKS Dr!"#$r%
TEND TO BE
S&'!() M&*%
Sp&r+% F("(+!'%
F(*!), Tr(v$)$r%
C&))$-$ A-$
M.%!' E"+/.%!(%+%
E(r), A0&p+$r
1p)&r$r%
TEND TO BE

4. DUNKIN’
DONUTS
Dr!"#$r% S&'!() M&*%ARE
TOP NETWORKS
TOP BLOGS
TOP SOCIAL MEDIA

5. M.%!' E"+/.%!(%+%ARE
TOP VIDEO PLATFORMS TOP MAGAZINES
TOP TV SHOW
STARBUCKS Dr!"#$r%

6. ...WHICH ALIGNS WELL
WITH starbucks’
ITUNES PICK OF THE
WEEK OFFERS, WHERE
CUSTOMERS CAN
DOWNLOAD FREE MUSIC.

7. DUNKIN’
DONUTS
Dr!"#$r% F(*!), Tr(v$)$r%ARE
TOP HOTELS
THEY DISCUSS
family travel
MORE FREQUENTLY
THAN STARBUCKS
DRINKERS.
15&

8. ARE
THEY USE SOCIAL DRIVING NAVIGATION APP
STARBUCKS Dr!"#$r% E(r), A0&p+$r 1p)&r$r%
AS MUCH AS THE GENERAL POPULATION.
AS MUCH AS THE GENERAL POPULATION.
4&
3&
AND THEY USE LOCAL EXPLORING APP

9. STARBUCKS Dr!"#$r% WATCH
DUNKIN’
DONUTS
Dr!"#$r% WATCH

10. D&"'( S)&p%
B*"#%
H&($+%
P,z* J&!"(%
B*r% & T*v$r"%
C&++$-$% & U"!v$r%!(!$%
S)&pp!"- M*++%
C&ff$$ S)&p%
P'b+!/ Tr*"%!(
P,z* J&!"(%
DUNKIN’
DONUTS Dr!"#$r%
CHECK INTO
ON
STARBUCKS Dr!"#$r%
CHECK INTO

11. WHEN IT COMES TO
COMPETITORS....

12. DUNKIN DONUTS STARBUCKS CARIBOU COFFEE
MCDONALDS KEURIG KRISPY KREME
2.2%
7.2%
16.3%
0.6%
59.2%
14.4%
DUNKIN’
DONUTS Dr!"#$r% TALK ABOUT
STARBUCKS IS
very popular
AMONG DUNKIN
DRINKERS. THEY
DISCUSS IT ALMOST
60% OF THE TIME
THEY MENTION A
SPECIFIC COFFEE
BRAND.
WHAT

13. DUNKIN’ DONUTS STARBUCKS MCDONALDS
KEURIG KRISPY KREME
2.4%
87.9%
6.7%
1.3%
1.4%
STARBUCKS Dr!"#$r% TALK ABOUT
MEANWHILE,
STARBUCKS
DRINKERS ARE
obsessed WITH
THE STARBUCKS
BRAND.
WHAT

14. THEY DISCUSS
SPECIFIC MENU
ITEMS VERY
DIFFERENTLY.

15. STARBUCKS Dr!"#$r%DUNKIN’
DONUTS Dr!"#$r%
GENERIC
COFFEE
PRODUCTS
GENERIC
COFFEE
PRODUCTS45.5%
21.8%
32.7%PRODUCTS
PRODUCTS
48.1%
34.6%
17.3%
PRODUCTS
PRODUCTS
TALK ABOUT TALK ABOUT
LIKE “ESPRESSO”
“LATTE”
“MOCHA”
LIKE “FRAPPUCCINO”
“SKINNY LATTE”
“CARAMEL MACCHIATO”
LIKE “COOLATTA ”
“DUNKACCINO”
LIKE “FRAPPUCCINO”
“SKINNY LATTE”
“CARAMEL MACCHIATO”
LIKE “ESPRESSO”
“LATTE”
“MOCHA”

16. DUNKIN’
DONUTS Dr!"#$r%
HAVE K-CUPS ON THE BRAIN.
THEY MENTION K-CUPS
MORE FREQUENTLY
THAN STARBUCKS
DRINKERS.
7X

17. STARBUCKS RECENTLY ANNOUNCED IT
WILL SELL beer and wine AS PART OF A
CAMPAIGN.STARBUCKS Evenings
discuss alcohol brands MORE
THAN THE GENERAL POPULATION.
SPECIFICALLY, THEY
EXPRESS STRONG
AFFINITIES FOR
THESE BRANDS:
FITTING, BECAUSE STARBUCKS DRINKERS
2X

18. DUNKIN’
DONUTS
Dr!"#$r%
LIKE THEIR
COFFEE iced.
THEY TALK ABOUT
iced coffee
MORE FREQUENTLY
THAN STARBUCKS
DRINKERS.
3.7X

19. STARBUCKS SAW WHEN
PUSHING ITS BOTTLED
ICED COFFEE TO
IN SPRING 2013.
...WHICH MAY EXPLAIN THE
retail distributors
market opportunity

20. IS CONSTANTLY EVOLVING ITS breakfast menu.DUNKIN’
DONUTS
AND IT SHOWS. DUNKIN
DRINKERS DISCUSS
breakfast products
AS MUCH AS
STARBUCKS
DRINKERS.3&

21. Learn More
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