McDonald’s Commits $100 Million To Coffee War
McDonald’s Corp. has began a more than $100 million marketing campaign including TV, radio, print, online and outdoor ads for its McCafe line of espresso drinks. The drinks are now being rolled out to the chain’s 14,000 U.S. locations.
The ads portray the drinks as the antidote to a miserable day and aim to get consumers to see the beverages as affordable, quality alternatives to lattes at more gourmet chains like Starbucks Corp.
“We think that the timing is right,” said McDonald’s USA President Don Thompson. “We think the opportunity is right.”
Jean-Pierre Dube, professor of marketing at the University of Chicago Booth School of Business, said it is “extremely important” for McDonald’s to advertise their new drinks right now during the recession because they cost slightly less than others in the sector.
Photo by MSNBC.
Curt on May 15th, 2009 3:28 pm
I think McDonnals has the edge, because they can give the coffee away to sell other food until the competition is run out of town.
Jaclyn on May 19th, 2009 8:51 am
While i haven’t tried their mccafes yet…from what i hear they are very good and are comparable to that of starbuck’s, but do cost much less. And i have to admit that i do love their billboard on us 23 that states “90210 taste for the 48856 budget”. that is a very powerful statement!
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