Mcdonald's Aims To Open 1,100 Mccafés Across Europe

Part of McD's low cost expansion plan

(Thursday, September 24, 2009) - McDonald's (MCD) plans to open around 1,100 of McCafés across Europe. The existing cafés are located inside restaurants but with a separate counter. Next year, the company plans to open more, with an eye toward becoming numero uno coffee seller in Europe, BusinessWeek reported, citing Jerome Tafani, chief financial officer of McDonald's Europe.

Starbucks is currently Europe's top coffee chain with nearly 1,200 stores. But McDonald's strategy of opening McCafés improves its market position rapidly. The above source quoted Jeffrey Young, managing director of London management consultancy Allegra Strategies, stating: "McDonald's finally woke up and smelled the coffee. With the number of outlets it already has in place, it can take Starbucks head-on."

McDonald's is rushing to grab market share. It has opened its first Italian McCafé in Milan in 2005. At present it has 65 of them across the country. At McCafés in Paris, an espresso costs $2.50 compared to $2.80 at Starbucks, BusinessWeek stated.

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