Josh Hyatt of CFO Magazine writes about the concept of “fighter brands,” or low priced alternative brands designed to capture market share during weak economic times… like now, for example.
Although not strictly about coffee, the article includes a quick quote from me about the impact of McDonald’s on Starbucks. That aside, Josh is a coffeegeek himself and I enjoyed our conversation. Maybe a more coffee-focused article next time?
Similarly, Starbucks has seen the unlikely phenomenon of McDonald’s becoming its archenemy as the burger chain rolls out its cheaper specialty coffees. “They will definitely take some of Starbucks’s market share,” predicts coffee industry consultant Andrew Hetzel. “There are coffee drinkers who are looking strictly to economize.”
Read the full article: And in This Corner, the Price-Fighter
2 responses so far ↓
1 Lisa Braithwaite // Dec 1, 2008 at 8:52 am
I noticed yesterday that McDonald’s is also now offering “sweet tea.” In southern California? They’re really reaching.
2 Andrew Hetzel // Dec 1, 2008 at 9:38 am
…well, it is “Southern” California.
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