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McCurious
Today McDonald’s launched its new McCafé coffee line which includes a limited menu of espresso-based bevs. The $100 million, multi-media campaign was featured in an Ad Age article yesterday, and it prompted me to check out the site.
The website boasts, “All the taste and quality of a coffeehouse with the convenience and price of McDonald’s.” I’m not sure I buy into the convenience benefit, as I pass no less than two Starbucks’ for every city block, but a lower price…that’s something I can get behind.
It couldn’t have picked a better time to launch—with everyone trying to trim the fat, it’s getting harder and harder to justify a $5 caffeine fix…twice a day.
But in this era where super-specialized drinks are the norm, I can’t help wondering if your average Starbucks customer will be able to find it within themselves to curb their verbose orders to “small latte, please.” When I asked my roommate, a 3-a-day Starbucks patron, if she would be willing to try it (as we are both constantly setting new budget goals…and subsequently ignoring them), she replied “I would feel snobby asking for non fat milk in McDonald’s…in Starbucks everyone has weird preferences.”
Will the low-priced options and the massive campaign be enough to convert the hard core caffeine addicts to the Golden Arches? What do you think?
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