McCafé, a McDonald’s Brand

McCafé, une marque signée McDonald’s

Sylvie Hertrich and Ulrike Mayrhofer ()
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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

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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 ».

Keywords: SWOT analysis; marketing strategy; marketing-mix.; Fast-food; marketing plan; Restauration rapide; plan marketing; analyse SWOT; stratégie marketing; marketing mix. (search for similar items in EconPapers)
Date: 2021
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Published in 2021

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-03145077

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