McDonald’s China will invest 2.5 billion yuan (about US$381 million) over the next three years to accelerate the deployment of its McCafé coffee brand in the mainland market.
It estimates that by 2023, there will be more than 4000 McCafé coffee shops in the country.
“The Chinese coffee market is booming. Consumers understand coffee better and like coffee more,” McDonald’s China CEO Zhang Jiayin says, translated from Mandarin.
“Our goal is for the strong aroma of McCafé coffee to fill every place with a McDonald’s.”
McDonald’s will begin the rollout with restaurants in Beijing, Shanghai, Guangzhou, and Shenzhen, before expanding to Nanjing, Hangzhou, Fuzhou, Xiamen, Tianjin, Chengdu and Suzhou in 2021.
McCafé will realise online and offline omni-channel food delivery, covering offline counters, mobile phone ordering, and delivery platforms. Customers can choose to eat in at the restaurant or take out, or they can easily enjoy high-quality, cost-effective coffee through McDonald’s delivery network.
From 18 November, McDonald’s China has switched up its coffee beans, using an Arabica-based and Rainforest Alliance certified M10 blend from Brazil, Colombia, Ethiopia and Rwanda. The company says the “Rwanda Volcanic Bean” has a rich floral and fruity aroma, which brings more levels and a balanced taste to the M10 blend.
“Rwanda’s volcanic soil and plateau climate create the quality and unique flavour of Rwanda coffee beans,” James Kimonio, Ambassador of the Embassy of the Republic of Rwanda in China, says.
“We are very pleased that coffee beans from Rwanda have joined the M10 blending. McDonald’s supports the development of agriculture and farmers in Rwanda through coffee purchases and transactions. We hope that Chinese consumers will learn more about and love coffee beans from Rwanda through McDonald’s.”
Coffee is handmade by professional baristas, who need to pass more than 100 hours of professional training from McDonald’s China.
McCafé will continue to provide monthly coffee cards, buy 4 get 1 free, and other pomrotional offers through digital platforms. McDonald’s says using its global procurement and supply chain, it will provide customers with long-term and sustainable value discounts.
McCafé China has also launched a rebranding in line with other global markets.
McDonald’s China is celebrating the rebrand with a giveaway of up to 10 million free coffees.
Image: McDonald’s China