person Guy Potter access_time July 10, 2017
WHICH COFFEE SHOP IS MOST TRUSTED?

Trust is fundamental to all our relationships from those we have with other people, to those we have with brands. When we trust something or someone we are more likely to discuss it, both face to face, online and in social media.  We are more likely to remain loyal to brands we trust and more likely to recommend them.  All the communications efforts in the world are likely to go awry if trust is eroded.

In this first post on trust we looked at Coffee Shops in the UK.  Costa Coffee was easily the most trusted coffee chain in absolute terms and when compared to its market share. Given the strength of trust it garners it is also the most likely to be recommended.

The recent tax issues that Starbucks found itself embroiled in have clearly had a detrimental effect on trust of the brand to the extent that trust is disproportionately low when compared to market share. This has effected peoples’ decisions of where to have their latte.

Interestingly, Coffee Shop brands resonate strongest with young people, with trust decreasing with age.

Guy Potter is maru / usurv's head of research and clients.
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