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Article: Starbucks wars: how McDonald's and Starbucks defined their industry.(cupService)
- Article from:
- Tea & Coffee Trade Journal
- Article date:
- November 1, 2006
- Author:
CopyrightCOPYRIGHT 2006 Lockwood Trade Journal Co., Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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One can learn quite a bit about where the coffee house business is headed by studying how the quick serve restaurant (QSR) industry has evolved. Rick Kowalski concludes his franchise series on how coffee houses are moving through this evolution much quicker than the QSR business, although the process is not without some similar growing pains.
ONE FACT RESONATES above all others from QSR evolution: QSR brands that clung to their original positioning have grown into strong competitors. The chains that lost their original positioning found themselves in a steep sales decline that some were able to reverse and others were not.
One very common way that ...