早餐大战: 星巴克 VS 麦当劳

A new fast food war underway and it's not a burger battle this time, and it's not a matter of fried or flame broil¹. Rebecca Jarvis, Following The Money tonight in a brouhaha between McDonald's and Starbucks.

"This is your wake-up call. "

Just months after McDonald's gives its customers something premium³ to sip⁴ on. Starbucks gets the wake-up call. And now the coffee giant is leaving a clear message of its own, swinging at the fast food giant on its home turf in Chicago, and clamoring for a cut of the lucrative⁵ breakfast market.

"We're gonna be launching, er, our new warming breakfast sandwiches."

Chicago will be the fifth city to taste the five new warm breakfast sandwiches. Each costs ($)2.95, a price that's 32% more than the egg and muffin at McDonald's. But price isn't a deterrent⁶ for hungry consumers.

"From the diet perspective, you know, people are running around. So I think, yeah, people will definitely pay extra buck² for it."

The sandwiches which are already available in Portland, Oregon, Washing D.C., San Francisco, and Starbucks its own hometown Seattle will be available in 126 Chicago-land Starbucks locations by February. The sandwiches come in a variety of choices with at least one vegetarian⁷ version, and while more than 50% of sales in Starbucks occur before 11 a.m. The company hopes that its heavy users who average at least 18 store visits per month may want breakfast there, too.

"What Starbucks is doing is they are offering their breakfast sandwiches all day long, whereas McDonalds's breakfast ends at usually 10:30 in the morning, so...you know, people will be able to get the Starbucks' sandwiches all day long."

Starbucks already offers a number of deli sandwiches throughout the day with grab-and-go lunch offerings available at 3,200 Starbucks in the U.S. So how do the experts think the croissant will crumble⁸?

"Away-from-home breakfast is about a 70-billion-dollar market growing at 5 or 6%. And we believe Starbucks can get a pretty decent share of that."

And if that's the case, they are lovin' it.

On The Money, Rebecca Jarvis, CNBC.

1 broil   

v.烤，烧，争吵，怒骂；n.烤，烧，争吵，怒骂

参考例句：

• Bake,broil,grill or roast foods rather than fry them.烧烤或烘烤而不要油炸食物。
• He is in a broil of indignation.此刻他正怒气冲冲。

2 buck   

n.雄鹿，雄兔；v.马离地跳跃

参考例句：

• The boy bent curiously to the skeleton of the buck.这个男孩好奇地弯下身去看鹿的骸骨。
• The female deer attracts the buck with high-pitched sounds.雌鹿以尖声吸引雄鹿。

3 premium   

n.加付款；赠品；adj.高级的；售价高的

参考例句：

• You have to pay a premium for express delivery.寄快递你得付额外费用。
• Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后，清水便因稀而贵了。

4 sip   

v.小口地喝，抿，呷；n.一小口的量

参考例句：

• She took a sip of the cocktail.她啜饮一口鸡尾酒。
• Elizabeth took a sip of the hot coffee.伊丽莎白呷了一口热咖啡。

5 lucrative   

adj.赚钱的，可获利的

参考例句：

• He decided to turn his hobby into a lucrative sideline.他决定把自己的爱好变成赚钱的副业。
• It was not a lucrative profession.那是一个没有多少油水的职业。

6 deterrent   

n.阻碍物，制止物；adj.威慑的，遏制的

参考例句：

• Large fines act as a deterrent to motorists.高额罚款是对开车的人的制约。
• I put a net over my strawberries as a deterrent to the birds.我在草莓上罩了网，免得鸟歇上去。

7 vegetarian   

n.素食者；adj.素食的

参考例句：

• She got used gradually to the vegetarian diet.她逐渐习惯吃素食。
• I didn't realize you were a vegetarian.我不知道你是个素食者。

8 crumble   

vi.碎裂，崩溃；vt.弄碎，摧毁

参考例句：

• Opposition more or less crumbled away.反对势力差不多都瓦解了。
• Even if the seas go dry and rocks crumble,my will will remain firm.纵然海枯石烂，意志永不动摇。