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McDonald's Not Hurt by Starbucks Egg McMuffin Clone
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by Tina Kells | February 20, 2009 at 02:46 pm
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McDonald's CEO Jim Skinner was quick to assure shareholders that Starbucks was no competition at a lunch in Chicago, Friday.
Starbucks entered the breakfast food market last year with the introduction of several Egg McMuffin type breakfast sandwiches including a low-fat version.
With hugely different price points and divergent customer demographics Skinner noted that Starbucks offered no competition for the real Egg McMuffins.
Other breakfast offerings on the Starbucks breakfast menu, like the best selling oatmeal, were too different from the McDonald's fare to even consider as competition.
When asked if Starbucks, which recently revamped its morning menu with healthier choices, has taken a bite out of McDonald's dominant share of the breakfast business, Skinner said: "No, I don't think so in terms of market share."
Starbucks last year rolled out a variety of healthy new breakfast items such as oatmeal and removed offensive-smelling ingredients from its hot breakfast sandwiches, rather than cutting them from the menu as was originally planned.
"They've been all over on this idea of breakfast. First they were in, then they were out," Skinner said at a luncheon at Northwestern University's Kellogg School of Management.
"It's probably a good idea for them to get back into breakfast," he said. "I wish them well, but not too well."
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Most RecentMost Recommended Comments (2)
at 14:53 on February 20th, 2009
Just what bodies need first thing in the morning - factory farmed eggs and a big dose of bad cholesterol minus virtually any nutrients! I am a fan of the breakfast bagel/sandwich, I admit, but I stick to local establishments or make my own at home!
at 20:17 on February 20th, 2009
Starbucks' breakfast sandwiches look like plastic display pieces and not the least bit appetizing. I agree with Geneva B, homemade or from your corner independent is best! Actually, it's true for the coffee, too.