McDonald's Corp. last week opened the first of seven McCafé coffee shops inside McDonald's restaurants in Raleigh, NC, and San Francisco.
Big Mac hopes to draw moms and mobile professionals with couches, music, wireless Internet access and a menu of gourmet coffee, sandwiches and desserts. McCafé may rival Starbucks eventually: Plans call for 400 units worldwide by yearend, with 80 added overseas this year. The concept launched in Australia in 1993.
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McCafé opening in Raleigh, NC |
The coffeehouse format is "one of the many innovations [underway] to make our brand more contemporary and relevant," said McDonald's director of marketing Richard Yoo. "This has been an important year for us to help reshape how consumers think about our brand. Moms will access McDonald's for her kids and McCafé for herself."
A McDonald's franchisee tested one McCafé in Chicago from April 2001 to May 2002, but closed when the office building went under renovation. Now McCafé has bigger units and a broader menu, which complements additions (such as premium salads) to the flagship menu.
This U.S. test—a mix of company-owned and franchised units—duplicates the look of successful Australian units. "We need to build credibility in the coffeehouse segment," Yoo said. "Once we get that, we'll be more approachable and affordable than competitors."
McDonald's tapped Frankel, Chicago, to create guidelines that keep all McCafé décor, packaging and marketing consistent worldwide.
"As a store-within-a-store, you have to co-exist with the main brand but also set your own pace," Jim Polowy, Frankel VP-group design director said. "The idea has to be buttoned up so it's not open to interpretation all over the world."
McDonald's targets moms with direct mail and runs FSIs to tout store openings, then distributes samples and coupons in mom-friendly spots like malls, sports venues and holiday events. Sampling also targets mobile professionals.
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