Starbucks is the favorite restaurant for teens, according to a new study Piper Jaffray & Co. The study showed that restaurants with a value message are becoming more popular among teens.
Piper Jaffray survey reflects the opinion of more than 11,200 teens, average age 16 years old; 1,200 of teens were surveyed at school and 10,000 online. Starbucks is the teens favorite restaurant brand, garnering a 12% share on the school survey and 9% share online.
Teens' decisions of where to dine is created around idea of value. While taste and menu selection are the factors having the highest influence in buying decision, the value is the third factor.
One thing is clear, teens are getting the company's messages. It's not just coffee, it's Starbucks - that's what teens assimilate. Starbucks is a place where many teens meet with friends, enjoy, have fun and also drink beverages. Looking from the ethical perspective, I don't think that it is ethical to engage teens in drinking coffee and high calories beverages. On the other hand, the company is getting another market segment that can bring profit.
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