世論 What Japan Thinks

goo Ranking seems to have started an interesting series looking at what typical behaviour one has experienced in food chains, with the first two being looked at being Starbucks and Subway.

Demographics

Over the 6th and 7th of March 2013 over 1,000 members of the goo Research monitor group completed a private internet-based questionnaire. However, the link to the full demographics is not operating right now… Note that the score in the results refers to the relative number of votes for each option, not a percentage of the total sample.

I actually prefer Tully’s to Starbucks – Tully’s is usually not quite so packed, and their menu actually looks like a coffee shop menu. There’s probably also an element of me not wanting to be seen in place with so many foreigners…

I haven’t been to Subway for a while, although I will agree with number 15, their fried potato is excellent.

Ranking result

Q1: What typical behaviour have you experienced in Starbucks? (Sample size=over 1,000)

Rank		Score
1	Feeling healed by the smell of coffee throughout the shop	100
2	Lots of people studying, so nowhere to sit	90.2
3	Not knowing much about the kinds of coffee, so choosing based on the impression of the product names	85.8
4	When ordering with a lid to carry out, drinking through the small hole and burning the tip of my tongue	79.1
5	Feeling happy when staff offer me a sample of cake	47.1
6	Good taste in background music, giving the place a feeling of elegance	44.3
7	When hungry, ordering too many side dishes then later feeling regret when I realise the price I paid	43.4
8	Sitting in a too comfy sofa and spending too long there	41.5
9	As city centre shops are usually packed, feeling downhearted when I cannot sit	40.0
10	Feeling admiration for foreigners looking cool while drinking on the pavement seats	37.2
11	Feeling angry when someone who ordered after me gets their drink made first	33.2
12	When the cup is hot, not knowing the word “Sleeve” and instead gesturing and asking for “That thingie please”	27.4
13	Disregarding the high calories, ordering from the side menu	25.8
14	Feeling a frisson of excitement when the staff draw a cute picture on my paper cup	24.0
15=	Feeling envious of the high percentage of Mac-using customers	23.4
15=	When the staff calls out the order “Tall coco!”, etc, I repeat the refrain in my heart	23.4
17	Being joyous when the staff gently catch my attention as I hum and haw over what to order	21.5
18	Overdoing it on the condiment bar and masking out the original taste	20.6
19	Since a refill of drip coffee is 100 yen, overdosing on coffee	18.8
20	Lots of cool/cute staff make my heart beat faster	17.2
21	Since there are more foreigner customers than other chains, heart beats a little faster	13.5
22	Having a violent end to a fight over a mains socket	12.6
23	Getting into poverty from visiting Starbucks too often	12.0
24	Buying the new tumblers every season, and ending up with my home overflowing with tumblers	11.1
25	Forgetting to return the “Soy milk” card when they pass me my drink	5.5

Q2: What typical behaviour have you experienced in Subway? (Sample size=over 1,000)

Rank		Score
1	Being nervous about not knowing how to order	100
2	My eyes get drawn to the seasonal menu	83.6
3	Always getting my bread toasted	63.6
4	Tending to order the “Special Sub”	55.2
5	When I have an empty stomach, tending to order a large chicken-related sub	44.8
6	Ending up saying “All veggies are fine”	44.2
7	Ending up usually adding avocado topping	37.6
8	Usually carrying a discount coupon from their web site with me	30.9
9	Tending to order as much extra tomato as I can	28.5
10	Getting them to remove the veggies I don’t like ends up with a plain old sandwich	26.7
11	Feeling joy from the bottom of my heart when the egg sandwich reappears on the menu	26.1
12=	Wishing that they would serve their winter soups all year round	23.6
12=	Tending to get addicted to having sliced cheese toasted with the bread	23.6
14	Seeing a dream of me ordering a Giant Sub one day	23.0
15	Ending up thinking Subway make the tastiest fried potato	21.8
16=	Ending up trying all six dressings on a single sub	16.4
16=	Tending to always order a cookie from the side menu	16.4
18	Ordering without bread when dieting and ending up with just a salad	12.1
19	Ending up ordering a wrap	9.7
20	Secretly desiring to try out the Subway Diet	8.5