The Next Big McThing: McCafe!

Well, everyone – it’s here. It’s a little queer. It’s McCafe. McDonald’s’ response to Starbucks having a corner on the coffee market is to roll out their own line of espresso-based drinks. If you believe their tagline, it’s its own little coffee world. (I think that’s going a bit too far, however.) My favorite part about that photo is the freshly baked biscotti that I’m sure they lovingly make at 4am, along with their Southern style biscuits in each of the homey kitchens McDonald’s sets up for their workers.

There is a McDonald’s steps away from my office building in Midtown. This morning I went in to get some coffee and a little breakfast and what greeted my eyes was a colorful spread of their new coffee drinks they now provide, including Iced Mochas, regular Mochas, Cappuccino and Lattes. (I can’t remember if they all had a Mc in front of them, but I will think it’s fantastic if they call it a McMocha!) They also have flavored Mcsyrups, in case regular coffee is too boring for you: vanilla, sugar-free vanilla, hazelnut and caramel. Need a jolt after consuming a 2,000 calorie fast food meal at work? Wake up with a sugar-blasted coffee drink! You’ll find the coffee somewhere amongst the sprinkles, whipped cream, syrup and milk.

I don’t know how seriously people will take this. People under a certain age will not want to drink coffee, and let’s face it, half of their clinetele are children; but even they will not succumb to the marketing ploy of wanting a coffee drink, regardless if there is a set of golden arches emblazoned on the plastic or styrofoam cup. I will not be a hypocrite and say I do not enjoy McDonald’s’ regular coffee. Because I do! I don’t care how “white trash” or hoosier that is. There is something about the flavor that is really good. I’m not the only one that thinks so, either. I’m not saying that just because I like it makes it good (I mean, billions of people enjoy porn and that doesn’t necessarily make it ‘good’ or ‘right’ – right?) but it’s definitely better than any office coffee I’ve ever had, and in my petite opinion, whips Dunkin Donuts’ ass. Click here to see a photo of Mickey D’s’ ingenious coffee lids (I know, they’re plastic, and they fit onto a styrofoam cup. I just know I’m killing off some rare species every time I drink a cup of their coffee…), a picture of which I found on a site touting the horridness of the design. Ah, irony.

I am also partial to McDonald’s’ coffee because my mom always drank it on road trips. I think the smell of the hot coffee steaming up the car when we would go on long drives reminds me of those family trips with my mother at the wheel, sipping on coffee to keep her awake and all of us from careening into a bridge abutment. (Anybody catch the Tommy Boy reference there?) So maybe when I’m drinking McDonald’s coffee at work in the morning, I’m really sipping on a better time and place when I wasn’t groggy with fatigue at 8:30 in the morning.

If you want to “wake up to what’s new” you can go online and play with the new coffees and “create your own.” I think the marketing of all the photos will be far more exotic and enticing than the actual flavor. Now, I haven’t tried any of these concoctions yet so I will post an update when I’m willing to shell out a few bucks for one of these sugar bombs. I do enjoy a good cafe mocha, it’s just I’m so skeptical of enjoying one from McDonald’s. I feel like they must be grinding up plastic espresso beans or something. It doesn’t fit it in with the fact that I frequent McDonald’s somewhat regularly, since I can grab their coffee in the morning before work anytime I want. And I do enjoy their breakfast.

Speaking of their breakfast. Word to the wise: McDonald’s’ “Big Breakfast” is simply a Sausage & Egg Biscuit meal with all the pieces given to you separately in a planet killing, styrofoam platter with lid. No kidding, I opened up my Big Breakfast recently, TASTING hotcakes on my tongue, only to discover that I had a biscuit, a piece of sausage, a “folded over” scrambled egg pile, a hash brown thing with syrup, jelly and butter crammed in the bag. Where the freak were my pancakes, God bless it? What on earth is the difference between that and ordering the meal? I don’t even eat McDonald’s’ hash browns. I can’t stand the taste of the chemicals or oil or whatever it is that shellacks the shredded potatoes together. So I was steamed that I had accidentally ordered something that a) I wasn’t craving and b) it came with something I never eat.

Okay I just Googled the Big Breakfast to discover that someone else posted something about this on his/her blog (using my same template, so it looks very similar) and that it’s really supposed to come with a buttered English muffin. And this person claims that the era of the Big Breakfast is over but I am here to announce that that is false. Check out this post for yourself.

If any of you readers out there have any comments on McDonald’s’ coffee or if you’ve tried anything from the McCafe, I’d love to hear about it! I just don’t know how I feel about the yuppieness of coffee being mixed with the not-so-upper-classness of the fast food joint McDonald’s. Are they running out of people to market to? Is there some demographic they’re not hitting? Pretty sure infants, toddlers, elementary school kids through high schoolers, college kids, people in their 30s-40s and then senior citizens all eat at McDonald’s, and with a startling regularity. We’ve all seen the old couple at McDonald’s at 6am who are eating their regular breakfast, reading the paper, sitting at their usual booth and wearing matching visors. So who does McDonald’s need to get to that they haven’t yet? Is the CEO stomping around at meetings going, “We have to BRING MORE PEOPLE IN! Instead of ‘1 billion hamburgers sold’ it’s now going to be ‘1 billion lattes sold!'” It’s like that joke that David Cross tells about how he’s sick of McDonald’s advertising all the time: “If I wake up and don’t see or hear an ad for McDonald’s…I don’t say to myself ‘Hey…did McDonald’s go out of business?'” Exactly.

I’m not saying to boycott the new McCafe. I just don’t understand it, is all. I think what it reminds me of is my crappy coffee place at college, where they tried to make decent coffee drinks but they were more sugar and toxic waste than anything else and really weren’t worth my Declining dollars. (I distinctly remember one of my old college friends telling the girl behind the counter how to make her hazelnut coffee drink, since she herself had worked at a Starbucks.) It’s unfortunate but that’s how I see McCafe panning out. Prove me wrong, McDonald’s! Let’s see you dip some of Starbucks’ numbers a bit in this already shitty economy. In one corner, we have a fast food chain that started out sixty years ago that has dominated the globe with its universal taste, and in the other we have a still relatively new but powerfully dominant coffee chain whose sole purpose for existence is selling people overpriced, overburnt-espresso-based drinks but does it with corporate panache. Who’s gonna win out?

Only time will mctell.

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Comments

  1. coachingjoy says:

    Kudos on the “it’s its ” usage/spelling, ma cherie! I love it when I read something and the author has oh so correctly employed the possessive form of “its”. You are your mother’s daughter! 🙂

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