TakeAway: The move into premium coffee illustrates McDonald’s ability to reinvent itself and appeal to consumers across the spectrum – and boost sales.
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Excerpted from AdAge, “McCafé” By Maureen Morrison, November 15, 2010
McDonald’s has had coffee on its menu since the early 1980s, with as many as 60 different coffee blends being used in the restaurants.
But then McDonald’s starting developing a long-term strategy to integrate coffee and related beverages into its core menu.
In 2006, it rolled out premium-blend coffee in its restaurants, followed by iced coffee the next year and McCafé in May 2009. In July, McDonald’s expanded McCafé with frozen smoothies and frappes.
“As you look at how customers use our restaurants today, and how eating out and how habits have changed, gone is traditional breakfast, lunch and dinner, even though we sell the majority of our coffee products at breakfast,” said McDonald’s USA spokeswoman. “Some of these other iced beverages really have started to pick up mid-morning and late afternoon.”
An aggressive marketing push helped secure buzz around McCafé . Aside from traditional advertising – general market, TV, radio, and print – McDonald’s ran a Free Mocha Monday promotion in July 2009.
McDonald’s continues to expand its offering under the McCafé brand. This month it’s introducing a caramel mocha drink, and the company is testing frozen strawberry lemonade in several markets.
Edit by AMW
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Full Article:
http://adage.com/article?article_id=147065
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