The chain has managed to make coffee, once an inexpensive means of morning invigoration, into a gourmet experience. Granted, one cup of Starbucks costs as much as three or four other cups which normally graced that part of the consumer's daily routine. Starbucks' success has not been lost on other major foodservice players.
McDonald's (Oak Brook, Ill.), for instance, plans to test and roll out “premium coffee” to its 13,000 U.S. locations later this year or in 2006. The company already is experimenting with specialty coffee in its McCafe coffee shops, which feature premium coffee and made-to-order specialty drinks in a cafe-style setting. In fact, that setting may be the true point of differentiation for the McCafe concept. Certainly, the beverage options are a bit more upscale, but these are not the McDonald's diners of old. They have couches, music and wireless Internet access. This is not to say, however, that other foodservice operators are not also turning their attention to improving their coffee selection.