Global coffeehouse industry leaders are growing large enough to compete with the giants of the wider restaurant industry. Starbucks is the largest coffeehouse chain worldwide and its brand value comes second only to limited-service market leader McDonald’s. In 2017, Starbucks' revenue amounted to over 22 billion U.S. dollars and, after more than a decade of rapid expansion, the company has over 27 thousand stores worldwide. Other industry leaders , such as Tim Hortons, while still relatively small, have also seen growth in recent years.
In the United States, almost 70 percent of consumers drink at least two cups of coffee a day, with around half drinking it to make them feel more awake. According to an online survey conducted by the National Coffee Association (NCA) coffee penetration among U.S. consumers aged between 60 years and older was 68 percent.
