Starbucks vs. McDonalds: Let the Branding Battles Begin!

Today's USA TODAY heralds McDonald's introduction to the premium coffee marketplace. It also heralds in the beginning of a new brand war between McDonald's and Starbucks. They call it the cola wars of the new century.

But I look at this a little bit differently.

I see this as a test of the brand visioneers of the last decade who were convinced that Starbucks built its brand not so much on the coffee, but on the EXPERIENCE of being in a Starbucks cafe, surrounded by like-minded people and listening to the music selections of their CD-of-the-month club and cool "baristas" who reveled in talking about the differences between the various coffee blends as if they were wine aficionados, which is cool.

If the branders are correct, then Starbucks wins.

If people like to go to drive in windows at McDonald's on their way to work instead of parking their car and settin' a spell at Starbucks, then the branding gurus were wrong. It wasn't the experience.

This could be interesting. We'll see if Starbucks -- and branding gurus -- retain their aura.

Dan Janal
Your Fearless PR LEADER
PR LEADS Expert Resource Network
www.prleads.com

Comments

[Mary Schmidt]

Ah, but then they've got drive-through Starbucks. All depends on what our personal image is - as a Mickey D's customer or a Starbucks' one. Should be interesting to watch it in any event!

[Roy Coffman]

It is going to be interesting to see what happens. I travel a bunch during the year and make the famous turn off the highway to buy coffee. A McDonalds, BK or one of other fast food places offer what I am looking for "A quick stop." The price would keep me in the McDonalds drive through rather then the Starbucks, most of the time.

[Lewis Green]

The branding gurus win, sort of.

This is less a branding battle than an exercise in target marketing, and McDonald's and Starbucks do not engage the same target markets.

McDonald's sells coffee to those seeking convenience and price; Starbucks sells coffee to those seeking an experience, which includes coffee sourced from the best plantations in the world, including shade-grown and organically grown beans, which increases the cost of a cup, which also appeals to Starbucks target audience. (In Starbucks case, its audience perceives its brand this way: Great coffee equals great value equals higher price, all part of the consumer experience.)

These are different audiences, thus making it impossible to make brand comparisons. Different consumers, with different wants needs and desires.

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[Ananymous]

I love Starbucks coffee. I never thought McDonalds would have the guts to compete with Starbucks. Starbucks doesn't sell french fries coffee because cookies or fresh cinnebons go better with it. You can think that early cold morning, you can have a drive through at Starbucks and grab the coffee ..not run to McDonalds for that..ugghh..cant think about it.