http://adage.com/article?article_id=136423

McDonald's Massive $100 Million Coffee Launch Impossible to Escape

The coffee war grows bigger! In recessions people naturally shift spending from higher priced luxuries (Starbuck's) to lower priced commodities (McDonald's coffee). Case in point: while Starbuck's is pruning coffee dollars have already shifted to McDonald's... so when eyes are already on the Golden Arches can McDonald's branch out from their speedy fast-food Masterbrand perception with McCafe? If the campaign is right, the "Mc" in the name seems wrong to me.

Regardless, Starbuck's has already launched their new campaign: "Beware of a cheaper cup of coffee. It comes with a price."

Can't wait to see more of the coffee wars!