Homegrown South Korean chain Hollys Coffee has replaced Starbucks as the country’s most-loved coffee brand.
The Korea Consumer Agency conducted a survey of 1031 consumers between September 4 and 16 who had frequented six major coffee brands in South Korea, in which Hollys Coffee received the highest score of 3.95/5 in overall consumer satisfaction.
Starbucks, the most successful coffee brand in South Korea, received 3.93 points, ranking second.
In terms of quality satisfaction, which includes facility management and consumer engagement, however, Starbucks received the highest score of 4.12 points.
Hollys Coffee received the highest score of 3.99 for accessibility and convenience, and Ediya Coffee, a local low-cost franchise operator, was most acclaimed for pricing and special offers (3.62 points).
However, roughly half of all respondents said they frequent a certain coffee brand primarily because of geographical proximity.
Consumers believed 3055 won (US$2.60) was the ideal price for a cup of Americano.
The data also showed that 23.2 per cent of the consumers, however, spent an average of 5000 won for a cup of coffee, suggesting that many consumers think coffee is overpriced.
