Dunkin' Donuts is superior to Starbucks. There is really no other way to put it. Here's five reasons why:
1. Dunkin' Donuts is growing its customer base
That's a chart of LikeFolio's Purchase Intent data for Dunkin Donuts (90 day moving average). Circled in red is a very important move higher throughout 2018 to new multi-year highs. This indicates that the Dunkin' consumer base is strong and growing.
2. Dunkin Donuts customers are happier
For the first time in years, LikeFolio Consumer Happiness levels for Dunkin Donuts are now higher than for Starbucks. That's the kind of shift that can have long-lasting impacts on company sales. With Starbucks at 25 times as much revenue as Dunkin', even a small shift of regulars could have an enormous impact on Dunkin' Donuts' bottom line.
3. Dunkin Donuts does not close their stores in order to tell employees not to be racist
On April 24, we issued a BEARISH OPPORTUNITY ALERT for LikeFolio members. That's when the stock was near $60/share (subsequently dropped under 50!). Here's a key takeaway from that alert:
Starbucks already had a morale problem cutting back some of the traditional perks that were part of Howard Schultz’s management style. Add to that what happened in Philadelphia along with operational problems already existent and Starbucks doesn’t only have a PR problem. They now have an issue with 8,000 store managers.
Starbucks has lost its mojo. Wall St. is losing faith in this management team. It could take a few quarters but numbers will come down.