A classy coffee war begins this week, with troubled giant Starbucks facing up-and-comer McDonald’s, the Wall Street Journal reports. Both firms are starting national marketing campaigns, with Starbucks insisting that its coffee is the best while McDonald’s tells consumers that its new lattes, cappuccinos, mochas, and hot chocolates can lift their spirits daily at an affordable price.
A sample McDonald’s ad shows a frustrated woman at a bus stop with a happy man drinking a McCafé by her side: he’s made his commute a commuté, and a better day is now possiblé. The firm says its coffee push is its biggest since it started selling breakfast in the 1970s. Starbucks ads will cite perfection: “If your coffee isn't perfect, we'll make it over,” one says.