Wake Up and Smell the Stupid StarbucksSBUX famously persuaded Americans to spend $5 instead of 50 cents on a cup of coffee by selling an experience. Having a sip of coffee suddenly became a special moment worth savoring. So what chance does McDonald'sMCD have of cracking the world of high-price coffee drinks? The answer is: not much. The early returns of the Golden Arches' great espresso experiment look discouraging. According to internal company documents obtained by The Wall Street Journal, preliminary company data show that the sales of specialty coffee drinks in 1,700 MacDonald's locations in the U.S. aren't faring well. Indeed, data from six major areas show sales falling off three weeks after the launch. Maybe that's why there was no mention of anything related to coffee in McDonald's press release on its second-quarter...
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