McDonalds has introduced premium coffee to perks up its sales with upscale products. This coffee is made of Californian roast and is available at $1.20 for a 12-ounce cup. The main aim of McDonalds is an increase in the consumption of gourmet coffee, coffee and breakfast sales in comparison to Starbucks and Dunkin’ Donuts. Therefore, McDonalds had been experimenting to create gourmet coffees like lattes, espressos and frappuccinos at 50 other restaurants.
McDonalds has added this to its latest edition of chicken based foods, new salads and sandwiches. Well as far as McDonalds putting up a competing with Starbucks is concerned, Kenneth Herbst, a marketing professor at the College of William and Mary in Williamsburg, Va. has an entirely different answer:
Although some customers may come to McDonald’s to purchase their premium coffee, I do not think that the increased traffic from a more premium form of coffee will be what builds major traffic for McDonald’s in terms of breakfast consumption. McDonalds may sell more breakfast items as they begin to promote them, but I am not certain that the increase in sales will be attributed solely to the availability of a new morning coffee brew.
Therefore McDonalds is good enough if it concentrates on improving the nutritional level and coming up with gourmet food products rather than concentrating on the beverage section alone.
