When the lattes stopped flowing

A look at how the COVID-19 national emergency reshaped consumer fast-food spending — measured not in dollars, but in share of wallet, the slice of every food-away-from-home dollar each brand captures.

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Avg Share of Wallet

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national, full period

Pre-COVID (Jan 1 – Mar 12)

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baseline level

Post-COVID (Mar 13 – Apr 30)

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after national emergency

Change in SoW

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vs pre-COVID baseline

STARBUCKS: Share of Wallet by state

CHOROPLETH · AVG OVER PERIOD

Share of Wallet

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Day-of-week rhythm

AVG SoW · BY POLITICAL LEAN

Blue states Red states

STARBUCKS: Trend in % difference of Share of Wallet

BLUE vs RED · BASELINE = JAN 1–14 AVG

Blue states Red states Shaded region = post national-emergency (Mar 13 onward)

MethodShare of Wallet is computed as each brand's daily expenditure divided by the total expenditure across all ten brands within that state and day. Trend chart shows percent difference from each (brand × political-lean) group's January 1–14 baseline; positive values indicate the brand was gaining share, negative values indicate it was losing share. DataAggregated credit-card transaction panel, Jan 1 – Apr 30, 2020.