There is something QUAINT about the Dunkin' Donuts claim to have beaten Starbucks in a scientific coffee-a-coffee taste test. It's like a cheap PR STUNT from an old black-and-white movie. "Here's the ticket, JB – we dress a beautiful babe in a lab coat and tell the boys downtown that she's discovered a secret formula for changing oatmeal into silk... Then we..."
The flaw in Dunkin's campaign is the premise – that competition with Starbucks is "all about the coffee." If that were true, you could sell a great cup of joe straight from a garden spigot for LESS money and make a fortune. No, you good-hearted Dunkin' bozos. It is NOT "all about the coffee." It's about Starbucks' creation of an urban refuge in a menacing modern metropolis.