Why did McDonald's decide to sell coffee-Coffee website China Coffee

Why did McDonald's decide to sell coffee-Coffee website China Coffee

Why does McDonald's sell coffee?

Since McDonald's doesn't sell coffee, why does he sell coffee? According to the US market bulletin, about one in five Americans drinks coffee every day. According to the New York-based National Coffee Association, the market will grow by at least 4% a year between now and 2011. Coffee will become the most popular drink besides water, and coffee sales in the United States, including restaurants, coffee shops and other channels, will reach $29 billion, an increase of 50 per cent from 2006.

McDonald's has to be impressed by the size of the coffee market and the success of the taste of its coffee products, which is one of the reasons why McDonald's decided to fight a vigorous expansion war in the coffee beverage market to challenge Starbucks, the leader of the coffee chain.

From this point of view, McDonald's entry into the coffee market is really unable to withstand the temptation of market interests, and even does not hesitate to dilute its integrity in the category. People not only have to ask, what on earth does McDonald's want?

Starting from the trend of large market interests, it is understandable for ordinary businessmen to attack the service content that is not the core of the brand. After all, small businesses, based on the pursuit of profit, do not have a long-term mind, what do they do to make money? But McDonald's is different. How could he do such an irrational thing? Is that what he's going to do? The pursuit of profit is right, the pursuit of long-term profit is the core. Although coffee is not the core product of McDonald's, it can also be sold, so that McDonald's brand can play a greater market role and carry more products, and this product is in great demand. McDonald's can control production, why not launch this service in time.

In fact, McDonald's launched the so-called gourmet coffee in February 2006. in the beginning, McDonald's increased the supply of various coffee drinks and chicken pie sandwiches in its storefront. such as fresh milk coffee, chocolate coffee, foam coffee, espresso and fresh milk, but also added sweet tea, Farabee, smoody and bottled drinks and other products. So that McDonald's brand audience can find their favorite in a wide variety of coffee products and dairy drinks. At the same time, in terms of price, McDonald's drinks are about 50 cents lower than Starbucks, while quality is guaranteed. In McDonald's view, the guarantee of quality, the abundance of products and the right price are the best competitive weapons. It turns out that sales at a McDonald's franchise restaurant climbed 8.1% in one month, mainly due to the addition of coffee drinks and a hearty breakfast.