To edge gourmet caffeine peddlers off the dance floor, McDonald's goes highbrow.So Starbucks goes low?! (And don't even get me started on the fucking doughnuts.)
I'm sorry, but into what warped universe have we stumbled?
This is almost as bad as that one time Wal-Mart alienated all its thrifty little shoppers and took out ads in Vogue for, like, two months so it could compete with that other big-box. And we were like, "Uh, Wal-Mart, you know Target worked over a decade to earn the upper middle-class vote, right?"
You don't win people back by wooing the other guy's customers. It's trashy and no one respects you more for it. (Ask Dunkin'.)
When you waste all your time reacting to competitors instead of improving life for your obviously disgruntled demographic, you are playing very bad brand chess. And yeah, I just said "brand chess."
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