Dunkin' Donuts Tops Customer Loyalty Survey

Think Starbucks is the No. 1 coffee chain? Nope, it's Dunkin' Donuts, at least according to research firm Brand Keys, which named Dunkin' to the top spot for the sixth year in a row.

For 16 years, Brand Keys has recognized companies that by its estimates receive the highest loyalty and engagement assessments, surpassing competitors by "delighting" customers, according to the announcement.

Customer preferences in the coffee category were based on consistently meeting customer expectations for taste, quality, service and brand value.

Dunkin' Donuts serves more hot traditional and iced coffee in the United States than any other company, totaling more than one billion cups annually, according to data from The NPD Group’s/CREST service.

"The search for delight by the consumer comes down to a simple equation: understanding customer expectations [and] their desire for brand value, and packaging the two via the brand and product experience offered to customers," said Robert Passikoff, founder and president of Brand Keys. "It's that last part that's difficult, and Dunkin' has continued to manage the brand, and the experience to meet customer desires -- six years in a row.

"That the customer is delighted with the brand shows up in both the Brand Keys loyalty metrics and Dunkin's bottom line," he said.