Commentary, conversations, observations and factoids about marketing, branding and social media strategy and applications.
Thursday, July 1, 2010
Can McDonald's Be Good At Coffee? I think Not!
I was reading an article in AdvertisingAge this morning about McDonald's strides in the beverage market (specifically coffee) and it got me thinking. Can McDonald's, the old tried and true fast food junk giant, be good at coffee too? Then I thought to myself...not likely. Want to know why I think this? Experience!
I actually stopped out of convenience (or stupidity) at McDonald's about two weeks ago and ordered a quick dinner for my daughter and an iced coffee for me. You see I was on my way to a group workout and didn't want to be late and craved the extra energy of an iced coffee on that 90 degree day. Yuck! Just the thought of the coffee makes me regret the decision of not running into Starbucks or hitting a Dunkin on the way. I'm sorry McDonald's but you cannot do coffee like the companies that specialize in coffee. Stick to burgers, chicken nuggets and fries.
Now I realize that some people will like McDonald's coffee and that's okay. I am just not one of them. There is absolutely no way you can be a Starbuck's loyalist and also go to McDonald's for coffee thinking it is just as good. Dunkin, Carobou and any other speciality shop in my opinion is also hands above the wannabe-gourmet coffee they serve at McDonald's.
Now my final point for McDonald's is this: you can't be good at everything. Basic branding principles say you should focus on what you do best. Here's an idea...give up on coffee and become a fast food innovator by adding a decent veggie burger to your menu! It is a product that fits into your overall offering and would help you attract more health-conscious consumers.