A Burger King ad depicts a construction worker, clad in work boots and helmet, chugging the recently introduced BK Joe. Even the in-store promotions at Burger King are defiantly anti-Starbucks: one display in Burger King reads, “Comes in three easy-to-say sizes” (Large, medium and small).From This Joe’s For You in this morning’s New York Times.
. . .
Mr. Gilbert [VP of Marketing for Dunkin’ Donuts] acknowledged the superior look of the Starbucks stores, many complete with plush couches, blond-wood café tables and soothing jazz piped through the speakers. But that is not what the “hard-working” Dunkin’ customer wants, he said: “Our customers have stuff they got to do, and most of what they want to do is not taking place in our stores.”
The commodity that is coffee astonishes me. A few years back I did a project for the Seattle Coffee Company (before they were acquired by Starbuck's) and encountered the statistic that coffee is the second largest commodity in the world after oil. (Hope I'm remembering that right.) According to today's piece in the NYT, revenue associated with the coffee trade was up 16% in 2005 over 2004.
[photo credit: jessiqua]