McCafé Unveils Its First Truck Coffee Shop! Flashing at Iconic Attractions in Guangzhou～

McCafé's Strategic Expansion in China's Coffee Market

Since McDonald's China (Jin'ao Gate) announced last year that it would invest 2.5 billion yuan over the next three years to accelerate the expansion of its professional freshly ground coffee brand McCafé in China's mainland coffee market, McCafé is no longer the McCafé it used to be—it has transformed into a formidable force.

McDonald's first revolutionized McCafé's product packaging with disruptive design changes, using bright yellow as the main color scheme paired with a more upright brown "McCafe" logo, making the entire brand more recognizable. Then, some McCafé counters in selected stores were equipped with yellow semi-automatic coffee machines, emphasizing McCafé's professionalism. For stores that didn't receive the upgrades, coffee machines were uniformly fitted with yellow casings to further attract the attention of customers entering McDonald's.

After successfully regaining public attention, McCafé replaced the Italian espresso blend beans used for making freshly ground coffee with the more layered M10 coffee beans (a blend of Colombia, Brazil, Ethiopia, and Rwanda) and launched 10 million free lattes, giving the public a deeper understanding of McCafé.

Mobile Coffee Trucks and Expanding Reach

After regaining public attention, McCafé didn't limit itself to "counter sales" but made more convenient moves by launching mobile coffee trucks! This September, McDonald's introduced its first "Little Yellow Car" in Beijing, built from a new energy vehicle. At that time, the "Little Yellow Car" was launched to provide convenience for exhibitors and visitors at the China International Fair for Trade in Services, without "touring" or making appearances elsewhere.

To help people better understand McCafé, a "Big Yellow Car" was launched in Guangzhou a few days ago! This time, it was built from a medium-sized truck, with the carriage space making the entire coffee bar more spacious and bright, and the coffee equipment more complete. It includes semi-automatic coffee machines, fully automatic coffee machines, smoothie blenders, and ice cream machines, capable of making latte coffee, American coffee, ice cream with American coffee, mango smoothies, and other products. Friends who encounter the "Big Yellow Car" should hurry to take advantage of this great deal! Latte coffee costs only 5 yuan—what a bargain!

Unlike the previous "Little Yellow Car," this "Big Yellow Car" will tour (make appearances) at multiple representative attractions in Guangzhou, such as Ersha Island, Shamian, Baiyun Mountain, Zhengjia Plaza, Huacheng Plaza, and Yongqing Fang.

Strategic Advantages and Market Position

It's clear that McDonald's is determined to get a piece of China's coffee market this time! McCafé's product prices are not high to begin with, and after all these years, the price of freshly ground coffee has remained in the range of about 20 yuan. Coupled with stable product quality, it can compete with many existing chain coffee brands. At the same time, McCafé has its own advantage—it has adopted a light asset model.

Although McCafé is an independent coffee brand, it doesn't operate independent stores. Instead, it sets up independent McCafé counters within McDonald's stores, making freshly ground coffee by introducing professional coffee equipment and hiring professional baristas. Compared with chain brands that need independent stores, McCafé can use the least amount of capital (or the lightest assets) to leverage the maximum resources and earn the most profit.

Image source: Internet

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