"Hello to a new day," reads a sign at my neighborhood Starbucks Corp. (NASDAQ: SBUX). On the sign is advertised one of the "breakfast pairings at an attractive price," or what many critics have called Starbucks' attempt at "value meals": a Bacon Artisan Sandwich and a Tall Pike Place Coffee. No price is listed on the chalkboard, although new static-cling signs on the windows advertise a latte and "Perfect Oatmeal" for $3.95.

The question on everyone's lips, of course, is: will this work? Will customers buy it, figuratively, and, by taking out their wallets and buying? While I was impressed with the good taste of the sandwich, giving a thumbs up (and deciding that I would, indeed, choose to have breakfast instead of just coffee with the new meal deal -- at about $2 more, it seems to approach "bargain" status), the reaction of customers who don't typically shop at Starbucks; the real target of this campaign (along with those who've defected to McDonalds) was not encouraging.

As promised last week, here it is: Starbucks Corp. (NASDAQ: SBUX) and the "breakfast pairings at an attractive price," a.k.a. value meals. For $3.95, customers can purchase either a 12-ounce (tall) latte with a coffee cake or oatmeal; or a tall coffee with a breakfast sandwich. What's more, the company is rolling out new (to some areas) "artisan" sandwiches with bacon and ham, no, let's let Starbucks describe it: a "flavorful bakery-style sandwich made with a parmesan egg frittata, smoked bacon slices, and Gouda cheese on a perfectly-baked hand-shaped artisan roll;" and "a delightful combination made with a parmesan egg frittata, three slices of Black Forest ham, and mild cheddar on a perfectly-baked hand-shaped artisan roll." The new menu options and pricing will be available March 3.

In a bid to make quick-service restaurant writers blare the "predictable" alarm, Starbucks Corp. (NASDAQ: SBUX) has again moved into McDonald's (NYSE: MCD) territory with what Howard Schulz calls "breakfast pairings at attractive prices." I'm pretty sure that when I turn to our desk reference guide of corporate sayings, that is the definition for "value menu."

Perhaps they don't invite me to press briefings any more, because they knew that when Howard said this in a talk to investors last week, I would have shouted something about "differentiation" and "McDonald's" and "not." Starbucks is apparently revealing more details about its value menu this week, when we will learn if the meal deals -- I mean, "breakfast pairings" -- are about the same price as a McDonald's McCafe coffee drink matched up with, say, a sausage McMuffin or something.

This couldn't be a more obvious ploy to attract customers who have been wooed away from Starbucks by McDonald's lower prices and less pretension, not to mention what one customer called the "richer-tasting" drinks. Which is, I believe, a euphemism for "more like a milkshake and less like a cup of coffee." While it's admirable to target customers with better prices in this economy, the clear struggle for McDonald's customers has me scratching my head. Were these really ever the appropriate customer base for Starbucks in the first place? I believe this is what had Starbucks pointed in the wrong direction for the past few years: the endless and meaningless struggle to be all beverages and foods to all people.