If the Egg McMuffin isn’t enough, then how can McDonald’s win breakfast?
In this 2004 case study we look at the launch of the McCafé in Canada as a way to compete against the Canadian’s national loyalty to their maple leafed coffee purveyor Tim Horton’s.
In the end we are stymied by what we consider a bit of an underwhelming case study.
Does anyone associate strongly with McCafé? Like they do with Starbucks or Dunkin’? That seems unlikely, and yet McDonald’s plain coffee has been better than Dunkin’ for years in taste tests. But it’s about more than just plain coffee.
Coffee is about milkshakes and even olive oil (which is gross) now. But back in 2004 it was about competing with the rising idea of espresso and chains that had a stronger claim on the idea of coffee drinks.
The McCafé Initiative