Although McDonald's breakfast and snack sales increased, they have not kept pace with the growth of the industry. The main obstacle in the way of sales growth in the Canadian market, according to the owner of the franchise, is the quality of the coffee. McDonald's in Canada was trying to build its coffee brand for many years. He switched to coffee Higgins and Burke, but had little success changing the negative perception of the customer. To change the perception of the client, McDonald needed to revolutionize its coffee program. McCafe was introduced in response to the coffee production: full-service coffee bar located in the McDonald's restaurant in addition to the front desk or in a stand-alone restaurant. 300 McCafes existed in the world. Although McDonald's would like to get a piece of a lucrative market of coffee, McCafe main objective is to eliminate the coffee as a barrier for breakfast and snacks sales. The question for a franchise owner is a McCafe strong initial sales can be sustained. "Hide
by Pratima Bansal, Lindsay Sgro Source: Richard Ivey School of Business Foundation 12 pages. Publication Date: January 15, 2004. Prod. #: 904M08-PDF-ENG
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