Coffee at McDonald's.

McDonald's is selling coffee at 69 cents plus tax. They say that their new coffee is premium and that the price applies to small size cups as well as large ones. Some shoppers who have tried the new coffee have been impressed. "The coffee is really good, but I can't believe they will keep it at that price."

That consumer isn't alone in sniffing at the coffee bargain. Starbucks coffee costs a lot more, but they don't have coffee sitting around in pots--every cup appears to be made espresso-fresh. Convenience stores and Dunkin' Donuts do have brewed coffee sitting around in pots, but they are seen as specializing in coffee and they, too, charge a good bit more than McDonald's.

If McDonald's can build a reputation and a clientele for good coffee, they will have taken another step toward building their quality image. Their prestige salads are doing pretty well and continue to seem innovative, adding trendy touches of Japanese flavor with edamame and wasabi. The idea that McD's may start serving breakfast all day strikes some shoppers as wonderful.

* "Being able to get McMuffin's with good coffee at any time of day would really be terrific."

On the other hand, some consumers are tired of seeing coffee everywhere. Coffee has gotten as cluttered as commercials, and some consumers are saying "enough already."