The coffee wars are heating up and ultimately, it’s good for coffee. But who will be the big winner? And will there be any losers? McDonald’s has officially thrown its hat into the ring with McCafé (it’s biggest launch ever), Starbucks is fighting back (with advertising no less), and as we all know by now, America runs on Dunkin’. Some brands like Joffrey’s in Tampa believe that customer attention and product quality will win out over convenience. On its blog Expresso, the company writes, “Face the facts, McDonald’s is not a coffee house and cannot deliver the experience to the customer that so many local coffee houses can and do successfully.” Joffrey’s believes coffee is a culture and focusing on that culture will be a key for independent shops to survive. They may be right. What’s your take? Check it out.