Starbucks loses some ‘buzz’

Research firm pegs recent dips in consumer perception to possible fears over coffee prices

The consumer “buzz rating” for Starbucks Coffee has plummeted in recent weeks, although it remains significantly higher than other premium coffeehouse brands, according to new research from online market research firm YouGov BrandIndex.

Researchers with the brand consulting firm are not clear on what caused the recent “swoons” in public perception, but they suspect that news about higher packaged coffee prices might be impacting consumer opinions.

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