Starbucks put signage that features their version of the famous Egg McMuffin® in stores this week. I wrote about the sudden appearance of McDonalds-like breakfast at Starbucks three weeks ago, before the new signs went up. Seems that my hunch was right.

I wanted this to be a clever competitive move by Starbucks but the new signs are flat and uninspired. The copy reads, “Your morning coffee’s kindred spirit.” That line needs to work harder. Kindred spirit sounds recycled and the whole line feels like a product push. Why wouldn’t they use language that announces their breakfast offering with pride? They call it an “oven-roasted morning sandwich.” That could fit with the word “culinary,” which they introduced at the beginning of the year but they didn’t make that connection. In fact they made the name hard to read at the bottom of the sign. Before I noticed the name, I turned to my friend, and pointed to the sign and said, “Look, an EggMcMuffin®.”

I tried to take a picture of the new sign to share with you but the store manager asked me to stop—copyright issues. I left feeling like they’re just pushing another new product. There is no spark.