Business Case Studies, Corporate Strategy Case Study, McDonald’s,McCafe

print page
Tell A Friend
Bookmark
 

Case Categories

Corporate Strategy Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

McDonald’s McCafe: The Re-imaging Efforts

Publication Year : 2005

Authors:  Priyanka Ramgopal & Souvik Dhar

Industry: Retailing

Region:USA

Case Code: COS0028

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
McDonald's, the largest fast food restaurant chain in the world, started witnessing a decline in its sales during the 1980s. To turn its fortunes around and also to project an upscale image, McDonald's decided in 1993 to introduce the concept of McCafé. McCafé was a full service premium coffee bar, located within the premises of a McDonald's restaurant as an extension or as a stand-alone restaurant. Although McCafé had proved to be a success for McDonald's, critics were sceptical about its continued success

Pedagogical Objectives:

  • To discuss whether McCafé would be able to sustain its success in the future in the face of increasing competition

Keywords : McDonald’s Corporation, McCafe, Premium coffee shop, Upscale image, Image makeover, Marketing Strategies Case Study, Down-market image, High-end customer group, Customer preferences, Retail market for speciality coffees, Starbucks

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»










Business Law, Corporate Governence & Ethics Conglomerates Free Case Studies Case studies in Other Languages

ICMR India Case Studies

Business Environment Business Ethics Business Reports Business Strategy
Corporate Governance Economics Enterprise Risk Management Finance
HRM Innovation Insurance IT and Systems
Leadership and Entrepreneurship Marketing Miscellaneous Operations
Project Management Short Case Studies Cases in other Languages Free Case Studies


Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501 504, Andhra Pradesh, INDIA.
Mob: +91- 9640901313, Phone: +91 - 08417 - 236672, Fax : + 91 - 08417 - 236674
E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap