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The brand focuses primarily on coffee and coffee based drinks and with this move, it places McCafe in direct competition with Starbucks, Second Cup, Coffee Time and Tim Hortons.
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But without roasting coffee themselves the common consumer would not understand that there is a different roasting time for each different coffee bean, like there is a different cooking time for chicken vs. pork.
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Zhou Hong, the official IKEA card swiper, says she typically hands out an average of 500 coffee cups each time the group meets.
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