You call this premium coffee?

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It appears that McDonald’s is set to launch a new high-end coffee, which, in the land of value meals, means it has a price point of only $1.20. It’s part of a plan that may eventually come to include the following oxymoronic products: McDonald’s lattes, espressos and frappuccinos. Entering the premium coffee segment is an obvious ploy to compete with Starbucks (and we suppose Dunkin’ Donuts), but to us, the definition of premium coffee is any caffeinated concoction that costs over $3, and, therefore, leaves us with that vague feeling that we’re just stooges who should really know better. At $1.20 per cup, this just doesn’t do it.

Posted by Catharine P. Taylor