Hoping to capitalise on the growing United States convenience coffee market, Burger King has launched a coffee subscription service available through the company’s app. For US$5 per month, customers can order one hot cup of coffee a day at participating restaurants. “For the price of a large cappuccino from Starbucks, you can have a BK Café brewed coffee every day for a month,” Burger King says in a press release. The company calls the daily coffee subscription model is a departure from expected coffee service. Read more: Dunkin’ drops its Donuts The era of customisation Starbucks vs McDonald’s? “We continue to leverage technology to enhance our guests experience in our restaurants,” Burger King Corporation North America President Chris Finazzo says. “We are proud to launch our own subscription service where guests can now enjoy a hot cup of coffee every day for just $5 a month.” The launch follows plays by other fast food companies to promote their coffee offerings. In 2018, Dunkin’ announced major refurbishments and rebranding to highlight the chain’s coffee offerings, while McDonalds is trialling new beverages for its McCafe menu. While other chains have focused their marketing on quality, Burger King has emphasised price. The company hired American rapper 50 Cent to promote its coffee on Twitter: I am @BurgerKing coffee. #ad — 50cent (@50cent) March 18, 2019 BK Café Coffee is made with 100 per cent Arabica beans. The subscription includes one small hot brewed coffee per day and is only available at participating restaurants.