McDonald’s turns to coffee to heat things up

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McDonald’s Corp. is counting on coffee to give sagging U.S. sales a jolt. A top priority is boosting “coffee-driven visits,” according to a document laying out the chain’s 2014 to 2016 U.S. strategy, reports.

In a Jan. 28 memo, U.S. operations chief Jim Johannesen and U.S. brand chief Kevin Newell exhorted franchisees to deliver “a gold-standard cup of coffee with every visit.” The ramped-up coffee effort comes almost five years after the U.S. debut of the McCafe menu and strategy, which hasn’t lived up to its original intent.


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