The biggest rival of Starbucks, which has opened 3000 stores in five years, is McDonald's?

McDonald's officially declared war in 2008, proudly displaying a provocative slogan in front of Starbucks' Seattle headquarters: "$4 is stupid." this seems to resonate with passers-by who question the high price of Starbucks. McDonald's spent $100 million on McCoffee and launched its biggest marketing campaign since the 1970s, according to the Los Angeles Times at the time.

Then there was a flood of comparisons and questions about whether McDonald's would be Starbucks' scariest rival. Will Starbucks open up to join against McDonald's? At the time, McDonald's stole the limelight, while Starbucks was at an all-time low. In the past year, Starbucks has announced the closure of 900 poorly run stores in North America and around the world, cutting 19000 jobs.

Starbucks is right to worry because, as Schultz puts it, "other companies can learn and copy what we do, whether they only account for 1% of the market or large companies want to occupy more of the market."

Moreover, McDonald's is a very powerful "learner". According to a report in the Wall Street Journal at the time, in order to sell coffee, McDonald's nearly 14000 restaurants in the United States will set up coffee bars and baristas. Made the biggest menu adjustment in 30 years.

Although in some blind reviews, McCoffee is considered to be more tasty than Starbucks, it is still incredible to assert that McDonald's surpasses Starbucks in coffee status. A foreign columnist wrote, "I don't think it's ever possible. McDonald's just wants people to have more beverage choices in addition to buying fast food, while Starbucks coffee It is to enable people to escape temporarily in a busy life-these are two completely different brand positioning. From the beginning of Starbucks, Schultz has always put customer experience first, and he wants the cafe to be a romantic, warm and on-the-spot place. He even borrows the words of American sociologist Leodberg to make Starbucks a "third space"-a comfortable place in addition to the office and home.

But in most Starbucks stores today, such an experience may be hard to achieve: paper cups replace mugs, resulting in more labor and cost savings, and comfortable sofas fade out of the store, leaving wooden chairs that are "not suitable for sitting for a long time." some industry insiders have pointed out that Starbucks relies on the third space for brand building, but the store operates more like a coffee convenience store, thus better cost control. But if you can buy a cup of coffee without going into the restaurant, how many people will care if the drink comes from Starbucks or McDonald's?

Some customers said that Starbucks stores are everywhere, and the quality may not be guaranteed. I think the quality of Starbucks coffee is as good as when there were only five stores many years ago. " Scott Mo responded to this concern in the above speech, pointing out that the selection of coffee helps our consumers to more recognize the quality of Starbucks.

In fact, Starbucks and McDonald's need to stand on a different runway, otherwise it will only become a competition between the number of stores, and one of its strategies is to strengthen brand awareness through the pyramid laying of the store: the soon-to-be-opened bakery and selection pavilion in Shanghai are at the top of the tower, and Scott said it could open 10 in the next 12 months. The next level is Zhenxuan Coffee, which is about twice the size of the average Starbucks store. There are about 500s around the world, and then there are about 1500 experience, followed by the ones that offer Zhenxuan Coffee, and the ones at the bottom are ordinary ones.

According to the news revealed so far, except for ordinary stores, other types of stores have not yet reaped the expected profits. As one commented, "Schultz and Starbucks have been trying to strike a balance between customer experience and store efficiency, but it's hard to do that." Then the test of Starbucks will be the future trade-off.