Will you trade a large Starbucks cappuccino for 30 Burger King cups of coffee?
Burger King started a coffee price war against McDonald’s and Starbucks recently. Customers who sign up through BK app can get a cup of coffee every day for a flatAt this low price, Burger King must barely cover the cost of the cup, which means that it gives the coffee away. Why?“We believe that consumers inherently want to 'belong to a community,' it's part of the Maslow Hierarchy,” says Cohen. “ Starbucks has delivered against this need since its inception.
McDonalds has been successfully applying this strategy by offering one-dollar coffee deals first, and eventually all-day breakfast."Burger King is trying to pull off a McDonald's, whose breakfast offering was a big success in the U.S and which has provided the fast food giant with important revenue ever since its launch,” says Clement Thibault, Senior Analyst at global financial markets platformThe problem is that Burger King may be late in the game, according to Thibault.
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