But who is the competition?

Starbucks Coffee Cup Sleeve, March 2014

With a name like "True North Blend" it would seem that Starbucks is aiming at the Canadian market leader, Tim Hortons. According to the 2012 annual report, Tim Hortons, "pours nearly 8 out every 10 cups of coffee sold at quick service restaurants in Canada".

From people that I speak to there is limited cross over between the two market segments. And I can't see a lot of Tim's customer making the switch to Starbucks.

But Starbucks has to keep trying. Perhaps not succeeding, but trying.

Source: http://www.timhortons.com/ca/pdf/Tim_Hortons_Inc_-_Annual_Report_(Final).pdf