From now on when you get a drink from McDonald's, you might want to consider putting your pinky up, because the fast food chain is getting fancy, ya'll.
Per Bloomberg, the famed fast food restaurant is gearing up to take on big-time coffee chains such as Starbucks and Dunkin' Donuts with its own new revamped McCafe brand of beverages.
Beginning in 2017, the McCafe, which has been around and kicking for about eight years now, is going to be reintroduced to the public with an upgraded java plan: the beans will be from sustainable sources, the campaign will push out a slew of special deals, and seasonable beverages and increased marketing of the new McCafe will hit the market.
"We’re really excited about the McCafe brand and what it can do to complement our food offerings," Kristy Cunningham, U.S. senior vice president of strategy and insights, said in an interview to Bloomberg.
And it's definitely not a bad business plan, considering that sales in coffee jumped almost 10 percent for coffee cafes in the last year, according to the research firm Technomic, as reported by Bloomberg. The challenge is that people don't think of McDonald's and imagine coffee: that's what Starbucks is for. People think of McDonald's and their mouths water over the notion of crispy, golden french fries; a big, juice burger; or their McNuggets.
But that's all about to change with the McCafe, which Cunningham claims is "a very important piece" to revamping McDonald's as your go-to coffee joint.
"It gives us the chance to follow what the customer is really looking for," she said.
Will Slabaugh, an analyst at Stephens Inc., has some trepidations about the entire plan, and is skeptical that the popular fast food chain is going to be able to pull off such a total conceptual revamp, considering the typical McDonald's consumer is probably somebody who makes low- to middle-income, and isn't necessarily looking for cutting-edge caffeine. Rather, they're hoping for something fast, affordable and familiar.
"It’s going to continue to be a slow build for them, especially in this type of environment where the customer expects a deal," Slabaugh told Bloomberg of the McCafe. "I don’t expect that to be a huge needle mover for them."