Error response from daemon: pull access denied for buildcontainer, repository does not exist or may require ‘docker login’

dockerfile:

FROM node:10
ADD . /app
WORKDIR /app
COPY package*.json ./
RUN npm install
COPY . .
EXPOSE 3000
CMD [ "node", "index.js" ]

cloudbuild.yaml

steps:
- name: buildcontainer
args: ['build', '-t', 'gcr.io/$PROJECT_ID/coffee2goserver:${SHORT_SHA}', '.']
- name: 'pushcontainer'
args: ["push", "gcr.io/$PROJECT_ID/coffee2goserver"]

error:

Error response from daemon: pull access denied for buildcontainer, repository does not exist or may require ‘docker login’

Source: StackOverflow