McDonalds launches its first truck coffee shop! Flashing in Guangzhou has representative scenic spots ~
Since McDonald's China (McDonald's) announced last year that it would invest 2.5 billion yuan to accelerate the layout of its professional freshly ground coffee brand McCaf é (McCoffee) in the mainland coffee market in the next three years, McCoffee is no longer the former McCoffee, it is now Cobalt Luomai Coffee.
McDonald's first "innovative design" of McCoffee packaging, carried out a subversive design change, through the bright yellow as the main color, with a more upright coffee logo "McCafe", to make the whole brand more recognizable. Then the McCoffee counters in some stores were replaced with yellow semi-automatic coffee machines, emphasizing the professionalism of McCoffee, and the coffee machines in other stores that had not been replaced were also replaced with yellow shells, which further attracted the attention of customers entering McDonald's.
After successfully re-attracting the public's attention, McCoffee changed the espresso beans used to make freshly ground coffee into a more hierarchical M10 beans (made from Goran + Brazil + Ethiopia + Rwanda) and introduced 10 million free lattes. Let the public have a better understanding of McCoffee.
After re-attracting the public, McCoffee did not just stay on the "over-the-counter sale", but made a more convenient move to launch a mobile coffee car! In September this year, McDonald's launched its first "ofo" in Beijing, built by new energy vehicles. At that time, "ofo" was launched to facilitate exhibitors and visitors at the Service Trade Fair, without going to other places for "parade" flashes.
In order to let everyone better understand McCoffee, McCoffee got out of the "rhubarb car" in Guangzhou two days ago! This time it is made by a medium truck. The space in the car makes the whole coffee bar more spacious and bright, and the coffee equipment is more complete. There are semi-automatic coffee machine, automatic coffee machine, smoothie blender, and ice cream machine, which can make lattes, American coffee, ice cream plus American, mango smoothies and other products. Meet the little friends of "rhubarb car" and hurry to fetch wool! Latte only costs 5 yuan. It smells good.
Different from the previous "ofo", this "rhubarb" will parade (flash) in many representative scenic spots in Guangzhou, such as Ersha Island, Shamian, Baiyun Mountain, Zhengjia Square, Huacheng Square, Yongqing Square and so on.
We can see that McDonald's is determined to share the domestic coffee market. The product price of wheat coffee is not high, the price of ground coffee is still maintained in the range of about 20 yuan for so many years, coupled with stable product quality, it can compete with many existing chain coffee brands. At the same time, McCoffee also has its own advantage, that is, it adopts the light asset model.
Although McCoffee is an independent coffee brand, it does not open an independent store, but sets up an independent McCoffee counter in McDonald's stores, through the introduction of professional coffee equipment and hiring professional baristas to make freshly ground coffee. Compared with chain brands that need independent stores, McCoffee can use the least capital (or the lightest assets) to pry the largest resources and make the most profits.
Photo Source: Internet
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