Seattle, WA - The Starbucks Corporation has revealed the results of their annual customer survey, and once again the most popular menu item is coffee.
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| A woman, shown here adding a white, powdery substance known as sugar to her coffee, which has been poured into a cup prior to consumption using her primary face hole |
"The annual survey is something that we take very seriously at Starbucks," Chairperson Mellody Hobson explained. "It's a chance for customers to provide valuable feedback and an opportunity for us know if the changes we've made are appreciated."
In addition to coffee taking the top spot again this year, as it has every year since the annual survey process began in 1992, Starbucks customers chose their favorites among several other categories, such as "What's your favorite utensil?" and "What do you wipe your mouth with?"*. According to Hobson, the most useful information often comes from a focus on the little details that other coffee shops might not pay attention to. "Coffee is definitely a Starbucks customer favorite, and that's really important for us to know. But based on the survey, a lot of people really enjoy putting stuff into their coffee too."
Not everyone who drinks coffee enjoys it quite the same way, though some approaches are more popular than others. Consumption analysts at Starbucks' corporate office in Seattle, like Jode Dockerson, use data collected from the annual customer survey as well as independent research on coffee trends to make recommendations to the product engineering team, who then pitch potential new menu items to the Executive Menu Development office. "I was actually here when the '94 survey dropped and we were all like...sugar? And people still put it in their coffee today."
*Customers ranked drinking straws and napkins number one in these categories.
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