Despite the investment in the Douwe Egbert product, Burger King announced it would be phasing out the Cafitesse system in the United States in the summer of 2010 in favor of Starbucks' Seattle's Best brand of coffee. Throughout the summer of 2010, BK added several new coffee-based products to the new coffee line in an initial effort to bring in more customers during the morning sales period. The new coffee products, including flavored coffees and iced coffee drinks, are available all day to compete with McDonald's McCafé coffee line. Every Friday during November 2010, Burger King gave away free cups of Seattle's Best Coffee to encourage people to try its breakfast and coffee lines. The company predicted the number of free cups of coffee would number between two and four million.