Since the inception of various sites of McCafé within Canada during 2011, the McDonalds franchise has been continually expanding their array of coffee and drink products. During the fall of this year, McDonalds plans to continue to expand their selection by introducing their new Pumpkin Spice Lattes. The higher-priced (yet still cheaper) product is being released in hopes of maintaining profits while paying the rising prices of labor and operating costs.

McDonalds is continuing on their idea of creating products to cater to various markets in the food industry. Besides the typical burgers and fries and soft drinks, McDonalds may be creating a valid substitute for pricier coffee shop drinks (prior releases include frappes, which gained considerable sales). By bringing in a more expensive product, customers may easily be swayed into buying a festive coffee along with their meal to avoid multiple stops. The fast service and option of drive thru will also play a big role in the success of the Pumpkin Spice Latte as many consumers seek faster, more convenient options in their busy quotidian lives.

Based on the overall success of beverages from McCafé, the franchise hopes to once again rival others (Starbucks) this upcoming season.

Sources:

http://blogs.phoenixnewtimes.com/bella/2013/09/pumpkin-spice-latte-starbucks-mcdonalds.php

http://www.marketingmag.ca/news/marketer-news/mcdonald%E2%80%99s-goes-big-with-mccafe-launch-40213

http://business.financialpost.com/2013/09/24/mcdonalds-pumpkin-spice-lattes-target-starbucks-crowd/