In Crain’s McDonald’s CEO Jim Skinner says Starbucks’ new breakfast offerings aren’t taking marketshare away from his company.
“It’s a good idea for them to get back into breakfast,” he said at a luncheon Friday to celebrate Kellogg School of Management’s 100th anniversary. “I wish them well, but not too well.”
After one failed attempt in 2007 to lure breakfast customers away from McDonald’s, Starbucks rolled out a line of breakfast offerings last May. In January, Starbucks started serving the sandwiches at some local drive-thrus. The breakfast sandwiches, one of which resembles McDonald’s Egg McMuffin, are available at 214 Chicago-area Starbucks.
McDonald’s executives have repeatedly said breakfast is the Oak Brook-based fast-food franchise’s most profitable meal. It is challenging Starbucks in the specialty coffee category by marketing mochas, lattes and cappuccinos to customers looking for lower prices.