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Monday, November 3, 2008

McCafe Brews False Hopes

Leave the romance at the door.

I was extremely excited over the past couple weeks when my local McDonald's had "McCafe Coming Soon" signs in their windows.

McCafe is McDonald's attempt to finally take over the world and put Starbucks out of business. It's not a separate concept completely, rather it's a small build out inside of a current McDonald's location. They offer a limited number of espresso drink choices: Cappuccino, Latte and Mocha at significantly lower prices than their competitors. (Read more about McCafe here)

The concept sounds revolutionary. Starbucks quality coffee at basically half the price. Right? McDonald's Premium Coffee and Iced Coffee are awesome, so I figured that their espresso drinks would follow the same standard.

I arrive at McDonald's with the McCafe expecting a total make over of a section of the restaurant.....however it wasn't quite what I expected. All they did was take 1/4 of the front teal counter and make it brown, extending it about 1 foot out in front of the rest of the counter. A menu is above the brown section with the drink selections.

Hmmmm....ok, I'm already a little disappointed. Yes I was wrong for thinking that it would be some indulgent experience - after all I was at McDonald's. However, if you look at the picture above it appears that McCafe is some remarkable enchanting experience - shame on me for believing in it.

I place my order, pay and the McD employee asks my name, which he ever so delicately wrote on the top of my receipt. I went poking around the high brown counter trying to see the magic happen. As you might imagine - everything is automated. There are espresso beans on the top of the machine - but I didn't hear any beans grind. I saw the employee pour milk in my cup - but didn't hear the milk steam. I saw the espresso come out, but couldn't see it as it went right into my cup.

Before I knew it, my name was called and I was handed my McCafe Mocha. Unlike the picture, no whipped cream on top. I took my sip.....hmmmm tastes like hot chocolate, kinda. Did I order hot chocolate or does McDonald's not have any idea what they're doing? I drink some more....yes, yes I can taste the chocolate but I can't taste the coffee. So - it's good, but it's a Mocha that has been transformed by McDonald's. They have taken a beautifully romantic experience and made it into a process with no emotion. Soon, Americans everywhere (not that they aren't already) will be walking around drinking their McCafe Mochas thinking they are so cultured (especially when a small is just over $2).

Starbucks started it by handing every 11 year old Frappuchinos. McDonald's is finishing it by giving every McDonald's eating American a reason to love espresso.

Espresso is about romance, taste, indulgance, passion and a heart warming experience. It's not about automated machines, the smell of cheeseburgers, and poor quality taste. Espresso doesn't belong in McDonalds and french fries don't belong in Starbucks.

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Posted by Dan Holm at 8:19 PM
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10 comments:

  1. My experience is the McSlow McCafe just McSucks. Hard to imagine even the most marginal palette won't be turned off. And those with no palette will go for a diet coke with their burger.
    ReplyDelete
  2. The history of McCafe in the USA is a
    three year Michigan program where the average McDonald's store sells about 35 espresso drinks a day and that number has not increased
    over the three years. Is it the economy in Michigan?

    Probably not because that number seems to
    be the norm in other test markets such as
    Kansas City.

    Plain iced coffees sell pretty well and
    the expanded drink program may contribute to sales but most reasonable McDonald's franchisees expect the espresso machines to disappear from McDonald's stores within 18 months of the national roll-out.

    adams@fegroup.com

    http://franchise-equity.blogspot.com
    ReplyDelete
  3. Not completely true. As the McCafe Line spreads throughout the country leading up the national launch of the product in May, you will see a continuous growth and better executed quality of the product. You may have experienced the product at a store that had very recently launched their McCafe line and may have not had a chance to work out the kinks of that particular coffee machine. It is actually a pretty complicated piece of equipment. Also about the counter issue... I dont blame you for the aesthetic let down. Some stores are opting to only remodel smaller areas due to the extreme costs of the remodels. Check out other McCafe locations especially stores that are brand new or completely remodeled. I assure you, you wont be disappointed at the new, updated, sleeker look of the Golden Arches.
    ReplyDelete
  4. Hershey's syrup mixed with pedestrian beans is hardly a Mocha. Where is the hiss of steam? Ask the McJob for a double Redeye and see what happens. I'll take a Mom & Pop Cafe' over McSlow or Paytoomuch bucks anyday. Thank you Peets for the dark roast fair trade coffees!
    ReplyDelete
  5. I purchased my very first French Vanilla Cappuccino from the McDonals McCafe this morning....$3.04 (including tax) for a medium size and what a disappointment....IT WAS AWFUL!!!
    Should have gone to my local BP gas station and paid a buck for a cappuccino much, much better. Will never make that mistake again!
    ReplyDelete
  6. fortunately for McDonald's, it is more respectable to move from low-end products to higher-end, as opposed to Starbucks, who is moving from high end to lower end
    ReplyDelete
  7. @Joe I couldn't agree with you more. Starbucks attempt to cheapen their products is simply cheapening their brand. I believe in this battle McDonald's might win...
    ReplyDelete
  8. Yesterday, I closely observed the McCafe machine from the drive-through window (the best view it seems). There is one machine that produces cold milk and hot (not steamed, but 170 degrees nonetheless) at the touch of a button. The espresso is poured directly over ice or right into the hot cup, also at the touch of a button.
    It would be fantastic to imagine the art and science of great coffee breaking into the fast food market, but, in reality, it hasn't and it probably never will.
    I imagine myself, a business person and a very persnickity coffee drinker, as the one in charge of the McCafe concept.
    In this role, I take the expectations of my regular McDonald's customers and the lure of Starbucks beverages and combine the two.
    Regular fast-fooders come to McD's expecting nothing more than quality fast food. Potential new customers will be lured in by luxurious looking beverages at a significantly lower price. The result is an espresso beverage that looks picture-perfect, yet doesn't break the bounds of quality "fast-food." With this, I delight current customers and attract new customers.
    As an avid coffee drinker, myself, I know that the McCafes do not add up to the cultured coffee of Satrbucks in flavor or attitude. I also know that THAT is OK.
    As the one in charge of McCafe, I know my niche market; and I know that my niche market will be expanded just enough to increase the revenue of the fast-food chain. And that, my friends, is the ultimate objective.
    The fact that artsy, cultured, sophisticated coffee drinkers will write articles snubbing McCafe is not only OK, it's to be expected.
    >>>
    It is tempting, but unrealistic and simply a misplacemenet of energy, to bring the expectations of the artsy, cultured, sophisticated coffee drinker to the table of fast food chain espresso beverages, namely, McCafe.

    -Sarah
    Career Barista and Coffee Drinker
    ReplyDelete
  9. This comment has been removed by the author.
    ReplyDelete
  10. Sarah - thanks for your insightful and thoughtful comments. I completely agree with everything you said.
    ReplyDelete

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