Starbucks’ Value rebound shows there’s life in the premium coffee proposition

Starbucks has had a complicated year with value perception. In June last year, the coffee chain giant introduced a standardized charge for certain drink customizations – a move that preceded a hit to net Value scores.

But new YouGov BrandIndex data suggests the coffee giant has recovered much of the ground it lost among American out-of-home coffee drinkers – defined here as consumers who drink coffee from a takeaway, café, or coffee chain at least once a week.

Starbucks’ Value perception has recovered from its 2025 low

In the months following the pricing update, Starbucks’ Value score among this audience fell from 15.1 on June 24 to -5.3 on November 19 – a 20.8-point decline. Dunkin’, included as a reference point as one of the largest coffee chains in the U.S., strengthened over much of the same period, widening the Value perception gap. On September 27, Dunkin’ scored 44.6 compared with Starbucks’ -3.6.

The picture looks different today. Starbucks’ Value score climbed to 21.0 by March 10, 2026, the launch date for its revamped Starbucks Rewards program, and reached 26.1 by March 23. As of May 17, Starbucks was at 18.4 – down from its March peak, but still 23.7 points above its November low and 7.2 points above where it stood a year earlier.

That rebound comes as Starbucks makes a more deliberate push to appeal to value-conscious customers. In March, the company introduced a revamped Starbucks Rewards program, describing it as a way to deliver “more meaningful value” to its 35.5 million active U.S. members. The update added new tiers, more ways to earn Stars, and a 60-Star option that gives members $2 off any purchase.

While many factors can influence brand perception metrics, Starbucks’ Value rebound closely followed the launch of its revamped loyalty program. The brand’s Value score peaked just two weeks after the new rewards program was introduced.

Dunkin’ still leads comfortably on Value. On May 17, Dunkin’ recorded a Value score of 44.7 compared with Starbucks’ 18.4. The gap has narrowed from its widest point, but at 26.3 points it remains substantial. That leaves Starbucks with room to improve.

Quality remains Starbucks’ premium advantage

Value, however, is only one side of the Starbucks story. Quality scores tell a more encouraging tale for the brand. Starbucks’ Quality score among American out-of-home coffee drinkers rose from 41.3 on May 18, 2025 to 53.1 on May 17, 2026 – an 11.8-point gain. While Dunkin’ also improved, from 32.0 to 46.6 over the same period, Starbucks has maintained a Quality lead for most of the year.

For Starbucks, the combination of recovering Value and strengthening Quality is strategically important. Premium brands can withstand a Value disadvantage if consumers believe the experience, product quality, and rewards ecosystem justify the spend. Based on recent YouGov BrandIndex data, it looks like Starbucks is still striking the balance.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Value score for specialty dining brands like Starbucks are based on the following questions: Which of the following restaurant chains do you think represents good value for money? / Now which of the following restaurant chains do you think represents poor value for money? Scores are based on daily surveys of U.S. out-of-home coffee drinkers and are reported on a scale from -100 to +100. Data is weighted using a propensity scoring methodology with targets from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. Unless otherwise