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McCafé, a McDonald’s Brand
[McCafé, une marque signée McDonald’s]

Author

Listed:
  • Sylvie Hertrich

    (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg)

  • Ulrike Mayrhofer

    (GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur)

Abstract

McDonald's operates 1,485 restaurants in France and aims to develop the McCafé concept, which rounds out the traditional fast-food offer. The coffee bar market is a fast-growing one where several chains compete: Columbus, Costa, Illy, McCafé, Starbucks, etc. Developed in close collaboration with the marketing department of McDonald's France, this case-study presents the marketing plan for the McCafé brand. The case covers detailed information about the McDonald's group, McDonald's France, the McCafé concept, and the characteristics of the fast-food and coffee bar markets. This case-study is the updated version of the case M1831 (GB) « McCafé, a McDonald's Brand ».

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer, 2021. "McCafé, a McDonald’s Brand [McCafé, une marque signée McDonald’s]," Post-Print halshs-03145077, HAL.
    • Handle: RePEc:hal:journl:halshs-03145077
    as

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