Question of the Day: Battle of the Brews
McDonald’s has decided to pick a fight with Starbucks.
In addition to offering espresso drinks to their billions of customers served, the fast food chain has launched a massive online/offline/outdoor marketing effort to distinguish itself from the world’s most popular coffee chain. The concept is not original – Dunkin’ Donuts has been comparing itself to the Seattle-based coffee giant for years. The tactics used by McDonald’s however, are worth considering.
According to the Seattle Post-Intellegencer, “McDonald’s has erected a billboard in sight of Starbucks headquarters declaring, “four bucks is dumb.” Another billboard, located near Starbucks cafes in Western Washington jabs at Starbucks saying “large is the new grande.” And earlier this year, McDonald’s started unsnobbycoffee.com to promote the launch of espresso drinks in the Seattle market.
Starbucks hasn’t responded – in part because they argue their customer base is different and in part because they believe their brand can withstand a little friendly ribbing. But can it? In a connected age, where reputation matters and opinion can change with one click of a mouse, can Starbucks afford to stay silent?
The question of the day: Should Starbucks fire back?
If you say yes, what should Starbucks say? And how can they demonstrate that they understand how people get and share information in today’s technology-centric world and what they must do to protect their base? If you say no, what happens?
Thoughts?
Brian is Managing Director of little m media which provides strategic guidance and support to organizations around the use of the internet and technology to facilitate communications, engagement, education, and mobilization. He is well known for his expertise in new media, web 2.0, social networks, mobile, community, ecommerce, brand marketing, cause branding, and more. Reich, the author of Media Rules!: Mastering Today’s Technology to Connect With and Keep Your Audience (Wiley 2007). He blogs at Thinking About Media and contributes as a Fast Company Expert.
Previously, Reich was a principal of EchoDitto, one of the most successful online communications agencies in the nation, Director of New Media for Cone Inc, a brand strategy and communications agency in Boston and a Senior Strategic Consultant and Director of Boston Operations for Mindshare Interactive Campaigns, an interactive public affairs agency. From 2000 – 2004, Brian ran how own strategic communications firm, Mouse Communications.
Reich has worked in and around politics, including helping to direct dozens of campaigns across the country. He spent two years as Vice President Gore’s Briefing Director in the White House, handling both official activities and activities during his 2000 presidential campaign.
Brian serves on the board of Investigate West, independent, nonprofit organization dedicated to the art and craft of investigative and narrative journalism. Brian served as an adjunct professor in the Graduate School of Political Management at George Washington University in Washington, DC and is currently teaching a course on consumer behavior and marketing at Columbia University in New York.
Brian attended the University of Michigan and is a graduate of Columbia University. He and his wife, Karen Dahl, live in New York City with their son, Henry.
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