Coffee remains the beverage of choice among Canadians, with at-home being the place where two thirds (65%) of coffee is consumed (Canadian Coffee Association 2013 DIG Report). While drip coffee makers are still popular, 33% of Canadian households now own a single-cup brewer (Nielsen Homescan June 2014).
“There’s no better way to connect with Canadians than with a great cup of coffee,” said John E Betts, president and CEO of McDonald’s Canada. “By offering our McCafé Premium Roast coffee in a variety of formats on grocery shelves, we’re making it even easier for our customers to integrate their favourite coffee into their everyday routines, building an even stronger connection to our brand.”
The launch is part of the company’s ongoing strategy to gain greater market share. Since launching in 2011, the McCafé brand has established itself as a dominant player in the Canadian quick-service coffee landscape.
McDonald’s Canada is partnering with Kraft Canada to produce and sell the products in grocery stores coast-to-coast.
“Our move into grocery is a real game-changer for us and builds on our strong coffee credentials,” said Betts. “We believe our customers will love the convenience of buying McCafé Premium Roast coffee wherever they shop, to enjoy where they want it, how they want it.”
McCafé Premium Roast coffee, made from high quality 100% Arabica beans, will be available at major retailers starting 29 September, and will be sold in ground, Tassimo T Disc and single-serve pods compatible with the Keurig K-Cup brewing system.
The new formats, excluding the 950g fine grind, will also be available in McDonald’s Canada restaurants as of 6 October 2014.
The launch of McCafé Premium Roast coffee in grocery store channels is supported by a multi-channel advertising campaign, including TV and digital.
© FoodBev Media Ltd 2024