Subscribe in a readerYou may have already heard about McDonald’s move to be Starbucks prime competition, but I’m going to talk about it anyway. McDonald’s plans to open coffee bars, “McCafe”s in their US restaurants this year, but will it be successful?
As one commenter on Serious Eats mentions, they’ve had McCafes in Australia for a number of years. When I was in Australia in 2006 I happened to visit a McDonald’s that had one. While it seemed strange to start with, I can definitely see how this could work, in Australia that is.
There, unlike in the US, they have a high concern as to what you put into your body. For example, all of those trans fat laws coming into effect in the states have been in place for years in Australia, their Big Macs are made with meat! Real meat! At first I didn’t like the fries there at all because they we not greasy—soggy, greasy fries being something I was accustomed to at home. But after eating fast food in Australia (and New Zealand) I didn’t feel gross or guilty for putting something (”something” because we don’t know what it is most of the time) unhealthy into my body, because I hadn’t.
Personally, I would consider fast food in Australia real food and nothing like the “mystery meat” we have here and that’s why I think McCafes can work there. Not to say that they won’t work here, I’m not going to make that prediction just yet, but I for one, will not be trying it. I would have to be pretty desperate to buy a specialty coffee drink from a place already considered hazardous to my health, and of which I question the ethics regularly (on an executive and mere associate level).
As a side-note, I don’t care for Starbucks at all, but for other reasons.
What’s your opinion on McDonald’s having baristas? Do you think it will be a success? Will you try it yourself?
It’s interesting what McDonald’s can accomplish outside our borders. In Colombia, McDonald’s serve pizza. In Brazil, they serve amazing ice cream. In Australia, real food. Fascinating.
In my experience, fast food restaurants tend to employ some angry folk. The only exception to this seems to be Chik-fil-A, where they make a point of being extra nice to the point that it’s kinda scary but still pleasant. If MickyDees wants to become a serious competitor to the Starbucks they’ll have to match up on the service and employ new people. I don’t want the current order-takers transitioning to baristas.
But they have other things working against them. Frankly, I’m grossed out by the food. I don’t know that I want to be smelling crappy burgers and fries when I’m in the mood for a relaxing coffee and a book.
Another thing is interior design. There’s nothing about the golden arches that says, “sit and relax.” It’s quite the opposite. They have uncomfortable plastic seats and booths designed to get people fed and out of there. But I’m sure they have a strategy for changing that.
I’ll have to ask my barista friend what he thinks about it, too.
That’s a good point about the smell. It makes me think of when I was I little and we would go through the drive-thru every Friday night; I would literally get sick sitting in the car smelling that rotten cheese smell that whaffs out of there. It has truly traumatized me and I still refuse to go near American cheese.
I’m sure they do have a plan for the atmosphere and seating. I’ve seen photos of one location that has a McCafe already (for testing) and it has a cafe area of sorts with cafe style tables and chairs. But I don’t know if they plan to implement that in locations that haven’t been built with that intention.
what’s this? a new layout? I’m impressed. Really I’m really impressed.
I like it. Wordpress too?
Wow.
Wow.
Thumbs up from your old pal, sir j.
Thanks! Yep, I went all high tech and fancy.