McCafé

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McCafé, launched in Melbourne, Australia in 1993[1] reflects a desire for traditional European coffee.[2] Reports indicated that McCafe outlets generated 15% more revenue than a regular McDonalds, [3] and by 2003 were the largest coffee shop brand in Australia and New Zealand.[4]

The chain spread to 13 countries by 2002,[2] with the first one in the United States opening in Chicago, Illinois in May 2001 when there were about 300 worldwide.[5] In 2007, the chain expanded to Japan as part of McDonald's efforts to boost sales with healthier soup and sandwich offerings and reach out to new audiences who favored traditional coffee shops.[6] Despite being a relatively small part of McDonald's overall strategy, there are currently 1300 worldwide.[7]

[edit] References

  1. ^ McDonald's Opens First McCafe in U.S.. Entrepreneur.com (2001-05-14). Retrieved on 2008-04-23.
  2. ^ a b Danielle Veldre (2002-07-01). McDonald's Brews Strong Push into Cafe Market. B&T. Retrieved on 2008-04-23.
  3. ^ McDonald's Trials McCafe in the US. Drinks Business Review (2005-10-13). Retrieved on 2008-04-23.
  4. ^ Bruce Horovitz (2003-05-20). It's Back to Basics for McDonald's. USA Today. Retrieved on 2008-04-23.
  5. ^ Chris Rugaber (2001-04-30). McDonald's Opens McCafe. The Motley Fool. Retrieved on 2008-04-23.
  6. ^ Kanako Takahara (2007-08-30). McCafe Aims for Slice of Coffee Shop Pie. Japan Times. Retrieved on 2008-04-23.
  7. ^ McDonald's Q1 2008 Earnings Call Transcript. Seeking Alpha (2008-04-22). Retrieved on 2008-04-23.
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