If you start your morning with a cup of coffee, you’re certainly not alone and the crowd of coffee drinkers is growing. According to the National Coffee Association, U.S. daily coffee consumption increased by seven percentage points last year, putting coffee ahead of soft drinks. So, it should come as no surprise that major coffee brands are jockeying for market share.
One way to influence consumers may be to call your brand “the best.” And, recently, Dunkin’ Donuts did just that, filing a trademark registration for “Best Coffee in America.”
We’ll refrain from choosing favorites, so let’s look at some industry stats. Last year’s Zagat Fast-Food Survey ranked Dunkin’ Donuts #2 behind Starbucks. And, for coffee made at home, Dunkin’ Donuts ranked third, according to 2012 Harris Poll EquiTrend Rankings, behind Folgers and Green Mountain.
Interestingly, more coffee-related trademark news popped up recently. BurgerBusiness reported that McDonald’s has filed a trademark registration for its name in International Class 30 for ground and whole bean coffee. Speculation is that the fast food chain plans to sell bagged coffee in a move to get a share of the home-brewed coffee market. When asked about its plans, a McDonald’s spokesperson told BurgerBusiness: “We register a lot of trademarks. That’s nothing new for us.”
The Wall Street Journal reported that a study by CustomersDNA LLC, a market research firm, showed McDonald’s coffee drinkers are more loyal than customers of Starbucks and Dunkin’ Donuts. So stayed tuned to see if there are any shifts in next year’s coffee brand rankings.
“Best of …” and “Best in …” trademark applications aren’t infrequent — which one’s your favorite and was the registration successful?
Update (November 27, 2012): The USPTO has rejected Dunkin’ Donuts trademark application for “Best Coffee in America.” The ruling called the mark “laudatory and descriptive.”