McD's Tears 'Barista' Out of Starbucks Playbook


Brandkeys publishes this thing called the Customer Loyalty Engagement Index. According to this year's index, Starbucks lost serious ground in '07 for forgetting what made it a big name in the first place: the coffee experience.

Who's winning the loyalty of Third Place defectors? McDonald's, which stole ground from Starbucks and Dunkin' Donuts last year. To leverage its swell in traffic, the burger-and-clown franchise is opening coffee bars throughout the States, and it'll be pushing lattes, cappuccinos and frappes.

Maybe to prove there's no magic to SBUX that can't be duplicated elsewhere, McD's will be calling its coffee peddlers "baristas" and making coffee machines visible over the bar.

Hrm. We're having trouble picturing ourselves sipping macchiattos over a tile floor that smells like pee. But hey, two apple pies for $0.99? Can't beat that.

by Angela Natividad    Jan- 9-08   Click to Comment   
Topic: Brands, Packaging   

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Tell me about it. Anyone can get coffee right. The experience, that's another story. When your brand equity's built with pot-addled counter jockies, trans fat induced triple bypasses, and a pervy clown who skips around with Jabba the Hutt's out-of-the-closet cousin, you can only do so much.

Posted by: M.M.McDermott on January 9, 2008 10:13 AM

That McAnyone can use the term "barista" and no one will give it a second thought is a direct reflection of just how much Starsucks drained all credibility from the term. One's burger, another's coffee -- at the end of the day, it's all mass produced experience with little resonance.

Posted by: Zitsy on January 9, 2008 3:52 PM