So this is completely off the topic of anything biglaw related, but as it has become a personal obsession, what better avenue to expound on it than my navel-gazing blog?
I am totally intrigued by McDonald’s McCafe product line and advertising campaign. Random, right? But there you have it. I read every article I can find on the topic, and I discuss it with everyone who has an iota of interest in fast food and/or coffee.
At the core, I think my fascination has to do with the fact that I can’t comprehend why McDonald’s would spend such extravagant sums of money promoting a product that I can’t see people buying in lemming-like droves from McDonald’s. Is McDonald’s trying to lure away the Starbucks faithful?[FN1] Or are they merely trying to provide a new high calorie beverage choice to their frequent diners? Who exactly is buying the McCafe?
And why is McDonald’s trying to strong arm its way into the coffeehouse that Starbucks built? I am no Starbucks loyalist by any stretch. Like Paul Rudd’s character in Role Models, I find much about Starbucks to be pretentiously unnecessary. (Sorry, Mrs. Marbury.) But I am nevertheless enthralled by the brand. To paraphrase from an NPR story I heard years ago, Starbucks has been wildly successful at selling a low-end product at mid-level prices in a seemingly high-end atmosphere. It’s a brilliant strategy, really. A beverage from Starbucks feels like a luxury, but it’s one in which you don’t feel guilty indulging on a daily basis. And I don’t care how much whipped cream and chocolate syrup McDonald’s heaps on its McCafes; there is nothing luxurious about stepping into a McDonald’s. (Sorry, Dr. F. Or should I say Grillmaster F.?)
I’ll be very curious to see how all of this plays out. It’s not so much that I think that the McCafe will be a fantastic failure; it’s just that I can’t see right now how it will be a success.
[FN1]: Starbucks certainly seems to think so based on their ads playing on the guilt of the Volvo-driving, latte-sipping liberal set. “That’s not the taste of overpriced burnt coffee in your mouth. It’s the taste of overpriced burnt fair trade coffee!”
29 May 2009 at 10:38 am
I think the new McDonald’s cafe ads are sort of funny.
I drink coffee for two reasons – because I am a total addict and because I am a slacker.
To speak to the slacker in me… As you know from experience I really enjoy the idea of a coffee break while working. At various jobs that’s meant that I’ve walked to Starbucks, Dunkin’ Donuts or a local coffee shop/deli based on proximity and convenience. I like them all fine but for me the coffee break is more about getting out of the office and my coffee buddy than the coffee itself (I used to be a smoker – walking to get coffee = smoke break).
To speak to the addict… I’ve had McDonald’s coffee and I like it. I drink drip coffee, black and if I were at a corner with a DDs, Starbucks and McDs, I’d go to the McDs. Their coffee is nice and strong but not burnt and, most importantly, it is consistent (I’m looking at you Dunks!) You also spend a lot less time waiting for your coffee at McDs.
Image and associations aside, I think McDs has a good product and if I’m looking for a quick cup of coffee, that’s where I’ll go.
Has their advertising made a difference about how I feel about McDonald’s coffee? No. Will I bring my laptop to hang out at McDs – hell no (but I wouldn’t hang out at Starbucks either). Will I get their coffee on my way to someplace else? Yes.
Who knew I had so much to say about McDonald’s coffee?