For the last decade, the world’s largest franchise fast food restaurant McDonald’s has been trying to differentiate itself from being just another fast food restaurant. In fact, since the official launching of McCaf\u00e9, it is evident that McDonald’s is slowly trying to position itself away from the fast food category, or at least it is trying to expand its consumer sector. For breakfast, consumers are no longer stuck with pancakes, muffins and hash browns, but with McCaf\u00e9, a\u00a0coffee-house-style food and drink chain, consumers have options ranging from hot chocolate to expresso or latte.<\/p>\n
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Although it is evident that McDonald’s has long been trying to establish a new image outside of the fast food industry, it is surprising to hear that McDonald’s would also like to dip its hand into the coffee business. McDonald’s CEO Don Thompson highlighted beverages as one of its key growth opportunities, and further\u00a0noted that coffee is the fastest growing category in its global drinks business while admitted that the company has less than its “fair share” of the market. The success of Starbucks in the coffee industry has really caught the attention of McDonalds, as the company is in plans of adding another “350 to 400” McCafes and selling packaged Coffee in Supermarkets.<\/p>\n
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In my opinion, McDonald’s should not try to be something they are not. McDonald’s is known for its fast-food style and that won’t change in consumers’ minds. Forcing a change would only leave consumers confused about the true identity of McDonald’s.<\/p>\n
http:\/\/www.businessweek.com\/ap\/2013-10-30\/mcdonalds-to-sell-bagged-coffee-next-year<\/a><\/p>\n