HKI

Starbucks vs. McDonald's: Filtering Through the Coffee Wars

I don't get the point of this article. There are hardly any facts or analysis in here. Most are conjectures on the part of the author. For example, MCD and SBUX have become stronger competitors of each other and the smaller independents have fallen by the wayside. How did you arrive at this conclusion? Did a coffee shop in your town closed down? Or did the share of revenue of SBUX and MCD in a specific market actually went up based on a study?

Another example: "Starbucks was not only eating into their [MCD's] coffee revenue but breakfast sales". Where is the proof for this unsubstantiated statement? Maybe some type of customer profile or survey? Or is this just your conjecture that now that SBUX offers breakfast, MCD must be losing customers?