A "severe competition" example from Dresden

I was in Germany for business this week. This picture is taken on Prague Street, the most famous shopping street of Dresden. I ran across this scene when I was trying to find a place to eat dinner.

For those who can not understand the advertisement board in german, it says; "Follow this way for the coffee pleasure. Your McCafe is only 200 m away."

Isn't it funny and also challenging to put such a commercial right next to Starbucks?
I believe this vary example shows how far the "severe competition" between companies and also brands have become.

In answer to that, I have just read that Starbucks is about to test the addition of wine and beer to the menu at one of its Seattle stores, which it has even given a new name.
The store, opening next week, is called "15th Ave. Coffee and Tea inspired by Starbucks" — a reflection of the neighborhood in which it's located.

The test move to sell alcohol is seen as a clear attempt to fight off growing competition from McDonald's and Dunkin' Donuts according to the experts.

Let's see how further this kind of competitions will go.
Until then, cheers!