Here’s a nominee for the 2007 Unclear on the Concept Award. In a reactive move to competitors who have successfully upgraded their coffee service (such as McDonald’s), the Wendy’s fast food chain has proudly announced an agreement to serve Folgers coffee to expand their breakfast offerings: Wendy’s to Begin Brewing Folgers Coffee ((BKC), McDonald’s Corp. (MCD), Wendy’s International Inc. (WEN), (US580135)) | SmartMoney.com. Yes, you read that right: Folgers.

If you’re going upmarket to appeal to customers’ newfound tastes for better coffee, why would you choose a brand that consumers most commonly identify as something your cat-food-eating Great Aunt Agnes makes from a $10, 39-oz can she bought in 1993? This should have been a Folgers’ press release, not one from Wendy’s.