uated within or near a conventional McDonalds but with an upscale dTcor, Italian coffees, smoothies, pastries, and sandwiches (Arndt & Prasso, 2001, 14). The plan, at first, was to buy pastries and bakery foods from local bakers, eventually developing their own offerings (Kroskey, 1). The CafT Blend coffee is brewed from 100 percent arabica beans, a rich, dark roast regular and decaffeinated, and McCafe also offers specially blended espresso, cafT latte, cappuccino, a selection of teas, iced cappuccino, with tins of CafT Blend available to take home (CMcDonalds, 2001, 1). The fresh baked goods include muffins, cookies, cinnamon pull-aparts, brownies, macaroon bars, date squares, butter tarts, and triple chocolate fudge cake.
In theory, this would appear to be a good move, as in essence, McDonalds is capitalizing on the research and success of Starbucks while still riding on their own strong reputation. This strategic planning aligns McDonalds' goals with the changing market opportunities (Kotler, 1984). Their drinks in the McCafes are priced low
...