Not enough customers were coming thru the sliding front doors.
The shopping carts were arranged in a tidy neat row,
Awaiting frenzied shoppers to spend lots of dough.
A "when" approach to scenario #2
McDonald's is taking a direct "when" tact in promoting its espresso via billboards in the Seattle area with messages such as "four bucks is dumb". The current economic climate provides an interesting "when" opportunity for McDonald's to move into Starbucks turf with a lower priced product.