McDonald's (NYSE: MCD) is making an aggressive push to position itself as a seller of more upscale iced-coffee drinks, similar to those available at stores like Starbucks (NYSE: SBUX). The company is even testing out a full line of cappuccinos lattes at its Michigan locations. According to the Wall Street Journal, McDonald's USA President Don Thompson said that "We look at the beverage business as a tremendous opportunity. Our goal is to move from strictly beverages as an accompaniment...to beverages being more of a destination."
The company is launching the products with a clever marketing campaign with television commercials poking fun at the rivalry between the Chicago White Sox and the Chicago Cubs. One of the ads is available on the WSJ's website, and it's quite clever. But the question is: Will it sell iced coffee drinks?
I'm optimistic about Mcdonald's chances. They've successfully marketed salads, showing that they aren't just good for fatty burgers and fries. The company has been able to lure customers in with new offerings, and there's no industry hotter than premium non-carbonated beverages.
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Reader Comments (Page 1 of 1)
5-05-2007 @ 12:36PM
Lynn said...
The iced coffee might taste better if they canned their "formula" for adding milk/creme -- the attendants don't seem to know what a "little" means - the iced coffee with milk is more like coffee flavored milk