McDonald’s is waging an all-out assault on the coffee industry, and they seem to be gaining ground in the battle of the baristas. Although Starbucks is still #1 (9.2% of consumers frequent the coffee house most often for their java fix), McDonald’s has consistently grown since May of 2007, according to an analysis of BIGresearch’s May 2009 Consumer Intentions & Actions (CIA) Survey. With the roll out of a multiplatform ad campaign estimated at more than $100 million, the Golden Arches will likely continue to build momentum.

Which Fast Food Restaurant or Coffee Shop do you purchase COFFEE at most
often?
               May    Aug    Nov    Feb    May    Aug    Nov    Feb    May
               2007   2007   2007   2008   2008   2008   2008   2009   2009
Starbucks      9.8%   9.5%   9.8%   11.2%  9.8%   9.6%   8.9%   9.6%   9.2%
Dunkin' Donuts 4.8%   4.8%   4.4%   5.1%   4.9%   4.7%   4.6%   5.0%   4.1%
McDonald's     3.3%   3.7%   4.7%   4.9%   4.0%   4.1%   4.6%   4.9%   5.4%

Source: BIGresearch, CIA-Trends
BIGresearch is a consumer intelligence firm providing analysis of behavior in areas 
of products and services, retail, financial services, automotive and media.