Green Arches on the Horizon?

By Andrew Davis on December 17, 2009

In the marketing world, you build your brand with buzz and protect it with advertising. The advent of advertising from Starbucks, which for years had quietly built a coast-to-coast coffee empire, indicated the company finally needed to place its flag on a metaphorical mountain of beans. The resurgence of Dunkin' Donuts -- and a rise in independent coffee houses as a result of the new, Starbucks-inspired coffee culture -- has provided fresh competition in a world once dominated by the sultry mermaid.

And, with the announcement by McDonald's that it will begin offering its Wi-Fi service free to customers in 11,000 locations starting January 2010, another competitor may be blooming.

Maybe. . .but, not likely.

Starbucks is one of the most powerful brands in the nation. In fact, research and marketing powerhouse Millward Brown lists Starbucks as one of the Top 100 global brands. And, let's be honest, it's not because of their [over-priced] coffee.

McDonald's may have a Dollar Menu, and it may offer free Wi-Fi, but, at the end of the day, it's still a kid-infested, often dirty, fast food establishment.

People go to Starbucks (and other coffee places, for that matter) for the atmosphere; not just the coffee. And, that's something McDonald's will never replicate. While McDonald's plan to offer free W-Fi is likely to appeal to on-the-go college kids hoping to grab a quick lunch while working on a project, it's unlikely you'll ever hear young executives asking their colleagues if they want to hit-up Mickey D's for a little Joe.

McDonald's has been trying hard in recent years to rebrand itself as a more mature, business-friendly establishment in hopes of attracting a new market of customers. However, if it's a safe-bet that the person behind the counter is going to mess up your order of a Big Mac sans the pickles, it's a sure-thing they're not going to get a Skinny Triple Venti Caramel Macchiato.