McStarbucks – a new joint venture
Soft furnishings, soft colours, carpet…make mine a Mocha Frappucino with a Quarter Pounder with Cheese!
The image you see to the left (courtesy of Seth Godin) is the new layout for Macdonalds in the US and signals an interesting departure from the current bright lights and plastic layout.
Seth ponders on the dfilemma of whether or not this is a move aware from the trusted and proven environment that Macdonalds customers are used to. But my biggest thought is this: Macdonalds is a FAST FOOD restaurant. Quick in, quick out…low margins but high churn rate.
How can Macdonalds (who provide a meal which is eaten far less frequently than coffee is drunk) expect anything like the returns they already achieve?
Furthermore, by providing a “lounge” envorinment whereby people are encouraged to spend longer dining, it is only going to open Macdonalds up to criticism about diet again.
At least Starbucks (with its equally priced products) can get 2 or even three coffees out of any long-term residents, but can Macdonalds really expect to get the same 2 or 3 meals out of ITS long-termers?