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McDonald’s Plans To Get A Bigger Share Of The Upscale Coffee Market

December 5, 2016: 12:00 AM EST
The coffee business is flourishing in the U.S., but not so much at fast-food eateries. While coffee sales at café-style outlets rose 10 percent in 2015, sales went up only 3.3 percent at burger restaurants. McCafe generates $4 billion a year in U.S. sales, but McDonald’s wants to crack the upscale espresso, latte and mocha market. It will revitalize the eight-year-old McCafe offering with more special deals, a variety of seasonal beverages and increased marketing of the coffee rewards program. In addition, following in the footsteps of rival Starbucks, McDonald’s will make greater efforts to source its coffee beans from sustainable growers.
Leslie Patton, "McDonald’s Revamps Its $4 Billion McCafe Brand", Bloomberg, December 05, 2016, © BLOOMBERG L.P.
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