[Update: Miss BK Joe? Click here for a company that says it ships BK Joe/Douwe Egberts coffee.]
House brands are nice; national brands are better. That’s what Burger King apparently decided in throwing its home-grown BK Joe coffee brand under the bus in order to take up with Starbucks-owned Seattle’s Best Coffee as it battles for a larger share of breakfast sales.
BK Joe was introduced in October 2005 (see commercial at left) and positioned as a working-man’s coffee available in turbo (40% more caffeine) strength as well as regular. That followed McDonald’s introduction earlier in 2005 of its Premium Roast coffee. Starbucks acquired Seattle’s Best parent Seattle Coffee Co. in 2003 from AFC Enterprises, owner of the Popeyes Louisiana Kitchen chain (and, at that time, Churchs Fried Chicken).