[MERY Gen Z Research Cafe Usage Survey] Starbucks Leads in Both Usage Frequency and Favorability, but Komeda Coffee Narrows the Gap in Favorability

MERY Inc. (Headquarters: Chiyoda-ku, Tokyo, President and CEO: Kinji Fujita), which operates 'MERY' (https://mery.jp/), regularly conducts 'Gen Z Surveys' to research the consciousness and behavior of Generation Z.

This report presents the results of the 'MERY Cafe Usage Survey' conducted in March 2026.

■ Approximately 70% of Cafe Stays are 'Within 1 Hour'; Short Stays Focused on Purpose are Mainstream Over Long Stays

A survey on cafe usage was conducted among 1,000 Gen Z individuals (male and female).

When asked about the 'average duration of a single cafe visit,' '30 minutes to 1 hour' was the most frequent response at 39.6%, followed by 'within 30 minutes' at 28.4%. The top two categories, 'within 1 hour,' accounted for approximately 70% of the responses.

Furthermore, regarding the 'average spending per cafe visit,' '800 to 1000 yen' was the most common range, followed by '500 to 800 yen.' Approximately half of the respondents answered within the 500 to 1000 yen range.

■ Starbucks Tops Both Usage Frequency and Favorability, While Komeda Coffee Nears Starbucks in Favorability

Next, a survey was conducted on 12 cafe chains regarding 'usage frequency' and 'favorability.'

In terms of usage frequency, 'Starbucks' ranked highest across the categories of 'almost daily,' 'several times a week,' 'several times a month,' and 'several times a year.'

For favorability, 'Starbucks' secured the top spot with 33.4% in the highest category ('5'), while the combined score for '5' and '4' showed 'Starbucks' at 63.2%, closely followed by 'Komeda Coffee' at 61.4%, with both brands exceeding 60%.

■ Starbucks Appeals with Limited-Time Menus and a Sense of Trendiness, While Komeda Coffee Gains Strong Support for its Food Menu

When asked about the 'primary purpose of visiting,' 'standard menu items' at Starbucks was the most frequent response, followed by 'limited-time menus' at Starbucks.

Comments on 'what you like about Starbucks' from those who visit 'several times a month' or more often frequently mentioned the taste and variety of both standard and limited-time menus.

On the other hand, for food-related options such as 'morning service,' 'having a meal/light meal,' and 'eating sweets,' 'Komeda Coffee' ranked first in all categories. Responses about 'what you like about Komeda Coffee' from those who visit 'several times a month' or more also frequently mentioned food items. This indicates that the purpose of visiting differs by cafe, with some focusing on limited menus and others on dining experiences.

■ Information Sources Rely Heavily on 'Social Media (Individual)' Trends; Gen Z Tends to Confirm 'Quality of Experience' on Social Media Before Visiting

In the survey on 'information sources used when choosing a cafe,' 'Social Media (Individual)' (30.6%) and 'Social Media (Corporate)' (26.9%) ranked highest, indicating that a large portion of Gen Z uses social media for cafe selection.

Furthermore, in the survey on 'factors not considered when choosing a cafe,' responses related to 'crowding,' 'noise,' and 'space' were more common than comments focused on price.

■ MERY Regularly Holds Roundtables with MERY Community Members, Who Are Quick to Adopt Trends, to Hear Their Real Voices.

We introduce the latest Gen Z information through the real voices of highly sensitive community members and survey results from 1,000 Gen Z individuals.

The theme for this occasion was 'Reasons Why Starbucks is Loved.'

Through the insights of MERY community members with a keen sense of trends and the survey of 1,000 Gen Z individuals, we investigated the presence of 'Starbucks' for Gen Z and the reasons for its popularity among them.

■ 'MERY Cafe Usage Survey' Overview

【Survey Method】Internet Survey

【Survey Period】February 19, 2026 / March 24 - March 27, 2026

【Target Audience】Males and females aged 15 to 30 nationwide

【Number of Samples】1,000

■ About MERY Gen Z Research Institute

The MERY Gen Z Research Institute extracts insights from real-life interactions with Gen Z through articles and social media on the 'MERY' media platform, as well as community management. It then disseminates research findings to client companies and media outlets to help solve corporate marketing challenges.

■ 'MERY' Service Overview

Supports Effective Brand Communication and Promotion Focused on Young People, Especially 'Gen Z'

Under the corporate vision of 'UPDATE MY HAPPINESS,' MERY supports the step towards happiness for each individual living in the information society. We focus on supporting companies in brand communication and promotion, particularly for Gen Z. By shifting our primary communication channels from APP to SNS and organizing users who gather as fans into a community, we leverage our expertise in media management and user insights to expand our business beyond just a media outlet.

MERY Website: https://mery.co.jp/

■ About MERY Inc.

Company Name: MERY Inc.

Representative: Kinji Fujita, President and CEO

Location: SFⅢ, 3-3 Kanda-Jimbocho, Chiyoda-ku, Tokyo 101-0051

Business Activities: Operation of 'MERY,' various marketing consulting services, commissioned production services, e-commerce business, support for Shogakukan media, development of new digital media.

■ Contact Information for Inquiries

Company: MERY Inc.

Contact Person: Takahashi, Public Relations

Email: pr@mery.co.jp