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This Is America’s Favorite Coffee Shop—it’s Not Starbucks

Reader's Digest logo Reader's Digest 9/19/2018 Emily DiNuzzo
© Anna Kraynova/Shutterstock

The East Coast versus West Coast coffee rivalry often pits Dunkin’ Donuts against Starbucks—but there’s another coffee shop that America loves even more right now. According to a new poll from Harris Insights & Analytics, Dunkin’ Donuts and Starbucks lose the 2018 Coffee Shop Brand of the Year award to none other than Krispy Kreme.

Yes, your favorite doughnut shop tops other coffee-centric brands like Dunkin’ Donuts and Starbucks. The Harris Poll’s 30th annual EquiTrend study, one of the longest-running surveys in the United States, surveys more than 77,000 people on randomly selected brands. The yearly study includes more than 3,000 brands in total and only 80 awards for the Brand of the Year designation. In addition to public opinion, the poll uses their Brand Equity Index to calculate familiarity, quality, and purchase considerations to determine the winners as well. The poll also awards everything from printers to footwear stores, not just food-related brands. Here are 17 company names that have secret meanings—including Starbucks.

Although Krispy Kreme is more well-known for their glazed doughnuts, which come out on conveyor belts in certain locations, they take their coffee just as seriously as they do their doughnuts. In fact, in February 2017 the brand introduced two new coffee blends made from 100 percent Arabica beans, according to a press release on the official Krispy Kreme website. The brand specifically designed these coffee blends to highlight their signature doughnuts. “We’re proud to say that our coffee is now doughnut-worthy,” says Jackie Woodward, Chief Marketing Officer of Krispy Kreme Doughnuts, per the press release. It seems that America agrees. 

Related video: Watch how Krispy Kreme doughnuts are made — and prepare to drool [via Insider]



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