I’ll Have a Big Mac, Large Fry… and a Latte?

OK, I stole the headline from something from my college newspaper from back in the 80s, and from
this article Robert Passikoff, Ph.D of Brand Keys did for us last January. But ever since Passikoff wrote the piece, I’ve been witnessing the downfall of Starbucks. And as more McDonald’s start rolling out McCafe’s, the more it seems Starbucks is trying to stay above (the dirt-flavored) water.

Honestly, after stopping by a McDonald’s in Norwalk, CT this morning and seeing the McCafe offerings, I think a nail can be put in Starbucks’ coffin. Here’s why.

Even before the recession, consumers cut back on their $5 cup-o-joe. They discovered that McDonald’s and Dunkin Donuts served better coffee at a fraction of a cost. And Starbucks – though they are still causing the Indies in some areas to close shop – is playing catch-up.

I had this conversation with my 20-something nephew last week. He lives in Texas, they have one Dunkin’ Donuts in the entire Dallas-Fort Worth Metroplex. And he really hasn’t seen McDonald’s as a competitor. But he sees his friends avoiding the Starbucks of the world and brewing their own.

It doesn’t have my niece happy. She used to work at a Starbucks, and she’s addicted to the stuff.

And their mom – my sister – misses Dunkin’ Donuts. She prefers to support small business. But she also remembers going to Dunkin’ Donuts when she lived in Connecticut for the coffee well before the beverage became the focal point of its offerings.

But back to my point – why McDonald’s will put Starbucks in the retail graveyard.

Let’s start with the atmosphere. You walk into Starbucks and you don;t know what you want, you’re treated by the employees and the coffee snobs around you like you’re a second-class citizen. You don;t dare ask what a Colombia Nari