If Starbucks took fancy Euro-esque coffee options to main-street America, and Dunkinâ€™ Donuts, with its 59 cent espresso shots and two-buck-and-change cappuccinos and macchiattos, brought them to the dollar-doughnut-loving masses, who will bring them to the Big Mac-and-fry eaters of the world?
I guess the answer to that question is kind of obvious. But the point is that McDonaldâ€™s is upping its coffee game with plans to re-launch its standalone McCafe coffee shops â€” complete with pastries made on premises â€” and higher-caliber coffee in all its outlets. The effort is set to cost $4 billion overall, Bloomberg reports, so clearly McDâ€™s is getting serious about its coffee.
The chain rolled out a new standalone McCafe in Toronto last year, and it offers Americanos and espresso shots in McDonaldâ€™s restaurants across Canada. In October, it announced an emphasis on a more robust palette of sustainably sourced coffee drinks in its regular fast-food outlets in the United States as well. Now the chain is investing in new $12,000 espresso machines with â€œbetter milk-steaming technologyâ€ capable of creating a â€œwider varietyâ€ of â€œmore consistent-tastingâ€ coffee beverages, according to Bloomberg.
So why do we need a McDonaldâ€™s McCafe McCappucino, or whatever theyâ€™ll call it, when we already have a Starbucks on every corner and in every strip mall and hotel lobby across the land? Check your tall, skinny wallets. McDonaldâ€™s is aiming to undercut Starbucks on price â€” with $1 drip coffee and $2 small specialty beverages â€” in early 2017, the fast-food giantâ€™s U.S. senior vice president of strategy and insights, Kristy Cunningham, told Bloomberg.
Get â€˜em while theyâ€™re McHot?
Photo courtesy of @mccafecanada