The front page story from yesterday’s Wall Street Journal on the new competitive battle between McDonalds and Starbucks has been widely reported. It’s another example of how the world of mass luxury is quickly changing. One of the best reviews of the story came from Portfolio magazine. It cites the three irresistible reasons why the story has created such a buzz.

1. Big, symbolic names. McDonald’s and Starbucks are not just major business players. Their brand names actually symbolize social trends. McDonald’s symbolizes America’s challenge in dealing with obesity and other health issues. Starbucks symbolizes consumer desire to trade up to something perceived as “better.”

2. A new conflict. Until now, Starbucks and McDonald’s were considered to be fishing in two different consumer ponds, and the battles were framed as McDonald’s-vs-BK/Wendy’s, and Starbucks-vs-Independents. Those narratives had grown relatively boring long ago, and nothing smells more alluring than freshly brewed conflict.

3. An underlying trend. The move by McDonald’s made it easy for the reporter to peg the initiative to broad consumer trends, giving the piece a greater sense of importance.  

— (PORTFOLIO)