Muffin Break’s ‘Coffee Sensus’ attracts more than 32,000 Australian Coffee Lovers


More than 32,000 coffee lovers have declared their favourite daily cup in what is believed to be Australia’s largest Facebook-based coffee census, as part of Muffin Break’s recent ‘Win Your Daily Cup’ competition.

Over four weeks during February and March, Muffin Break invited its customers to vote for their preferred coffee size, style, milk and strength.  The response exceeded all expectations, resulting in tens of thousands of entries as well as an explosion of shares and conversations across Facebook, Twitter and Google+.

According to the campaign results, Australia is a nation of skim cappuccino lovers with 18% of respondents naming this as their favourite daily cup. The survey highlighted skim lattes as the second most popular coffee and full-cream cappuccinos came in third place.

Muffin Break National Brand Manager John Macphail said they were overwhelmed to see so many Muffin Break fans engage with the social media campaign.

“With more than 198,000 likes on our Facebook page before the survey began, we were confident the campaign would be well received − but this huge response was a wonderful surprise.

“This impressive positive result is a reflection of our very loyal and engaged customer base, who not only visit us regularly in-store but also stay connected with the brand via our Facebook page,” Mr Macphail said.

In addition, customers who visited a Muffin Break café throughout the campaign period were able to enter the in-store competition simply by registering online with the Muffin Break Loyalty Club, opting-in to receive Muffin Break’s e-newsletters and purchasing a cup of coffee. Every Muffin Break store will award a customer with their daily cup free for a year, with winners to be announced this week.

Muffin Break’s Master Roaster travels across the world to source the highest-quality Arabica beans, which are then transformed in the brand’s own bean-roasting facilities in Melbourne to produce Muffin Break’s signature coffee blend. Trained baristas in each Muffin Break store then freshly-grind the beans and extract the ideal espresso shot in order to create the perfect cup every time.