Canadian Vending

Features Coffee Service
McDonald’s Offers Premium Coffee


April 29, 2008
By Canadian Vending Staff

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OAK BROOK (AP) – A cup of coffee at McDonald’s is about to get stronger – and more expensive.  The fast-food chain initially plans to offer premium roast coffee in all 13,700 of its U.S. restaurants, hoping to provide an extra boost to breakfast sales as well as caffeine-loving customers. The full country-wide rollout was set for March 6, McDonald’s Corp. spokesman Bill Whitman said.

OAK BROOK (AP) – A cup of coffee at McDonald’s is about to get stronger – and more expensive.

The fast-food chain initially plans to offer premium roast coffee in all 13,700 of its U.S. restaurants, hoping to provide an extra boost to breakfast sales as well as caffeine-loving customers. The full country-wide rollout was set for March 6, McDonald’s Corp. spokesman Bill Whitman said.

The new product has been in the works for a long time and takes the restaurant chain into a premium category already occupied by many of its competitors. 

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The suggested retail price for a 12-ounce cup – about $1.20 US before taxes – will make it about 10 cents more expensive than Burger King’s similar-sized premium coffee, nine cents less than Dunkin’ Donuts’ and 30 cents less than a small cup of coffee at Starbucks, according to the Chicago Tribune.

“The objective is to increase both coffee and breakfast sales,” said Mike Roberts, McDonald’s president and chief operating officer. “Premium coffee and specialty coffee are a really important part of the breakfast experience.”

The company also is testing specialty coffees such as lattes, espressos or frappucinnos at 50 other restaurants, Roberts said. o