JOHANNESBURG: The journey started 25 years ago, when McDonald's was looking for a perfect coffee blend. The globe was travelled in search of the right combination of coffee beans. Eventually, after much travelling, the beans were found in the rich coffee-bearing soils of Central and South America, and McDonald's Premium Roast Blend was born.
McDonald's is a destination for customers that seek great-tasting breakfast menu choices. With breakfast accounting for roughly two-thirds of all the coffee consumed throughout the day, McDonald's 'Premium Roast Coffee' offers customers their favourite breakfast and premium coffee in one location.
For the outdoor campaign, a team consisting mostly of women assembled to put a comprehensive strategy together. Vanessa Love of OMD and Monica Sithole of McDonald's decided that the outdoor campaign should create curiosity and drive product trial. Michele Munro of MMAP was instrumental in developing the concept of a large steaming cup of coffee that stands 1900mm tall and is placed next to the roadside at various McDonald's outlets around the country.
The cup is made of fiberglass, and a real steamer with a time switch provides the effect of a steaming cup of coffee.
This is part of the so-called coffee war that rages primarily in the USA between McDonald's, Starbucks and Dunkin Donuts. Since neither of the other two is present in South Africa, it will give McDonald's a considerable edge in the premium coffee market.