August 11, 2009
Would you like a Mocha with that?
McDonald’s is making Starbucks scared with their seventh consecutive month of increases in global sales:
McDonald’s expansion into fancy coffees under the McCafé brand is part of a strategy to capture more customers at breakfast time and win them over from coffee chains to its lower-priced drinks.
The move has forced Starbucks to defend its brand. It has been running marketing campaigns with the slogan: “It’s not just coffee. It’s Starbucks.”
In the US, McDonald’s is selling espressos and mochas in its existing stores.
In Europe, it is emulating its Australian business and opening separate McCafé counters, operating in or next to its restaurants. The group plans to have 1,200 McCafés in Europe by the end of the year.
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