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'咖啡市場競爭激烈McCafe欲挑戰星巴克'

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'咖啡,市場,競爭,激烈,McCafe,挑戰,巴克,漢堡,加拿'

'漢堡王和加拿大咖啡連鎖公司蒂姆霍頓斯合併 麥當勞不是唯一一家在升級咖啡業務時遇到困難的快餐連鎖公司。漢堡王(Burger King)在2013年和咖啡零售商Seattles Best Coffee合作，推出了包括風味拿鐵在內的10種新飲品，但這次發力並不成功。漢堡王后來和加拿大'

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''

'2016-12-09 10:18:12'

'2016-12-09 10:18:05'

'88447'

''

''

''

''

'咖啡市場競爭激烈McCafe欲挑戰星巴克'

''

''

''

''

''

''

''

NULL

'<div>
	漢堡王和加拿大咖啡連鎖公司蒂姆霍頓斯合併</div>
<div>
	　　麥當勞不是唯一一家在升級咖啡業務時遇到困難的快餐連鎖公司。漢堡王(Burger King)在2013年和咖啡零售商Seattle&rsquo;s Best Coffee合作，推出了包括風味拿鐵在內的10種新飲品，但這次發力並不成功。漢堡王后來和加拿大咖啡連鎖公司蒂姆霍頓斯(Tim Hortons)合併，但各自保留了原來的品牌。</div>
<div>
	　　兩美元特價飲品</div>
<div>
	　　在重振McCafe品牌的同時，麥當勞還計劃繼續突出其相對於星巴克的價格優勢。坎寧安表示，公司計劃在2017年第一季度推出售價1美元的滴濾咖啡和2美元的小杯特價飲品。</div>
<div>
	　　在全美擁有1.4萬家門店的麥當勞於10月表示，到2020年，麥當勞購買的所有咖啡原料都會是可持續的。麥當勞向星巴克看齊的另一個例證是，該公司計劃於2016年秋季在全美範圍內推出南瓜拿鐵，這是三年來首次做出如此大力度的行動。</div>
<div>
	麥當勞的第一家獨立McCafe門店</div>
<div>
	　　麥當勞的第一家獨立McCafe門店於2015年在多倫多開業，公司稱這一舉動&ldquo;表明麥當勞致力於提升顧客的咖啡店體驗&rdquo;。如今，麥當勞在加拿大的每家門店都推出了美式咖啡和濃縮咖啡。McCafe門店甚至推出了店內烘焙的McCafe點心。</div>
<div>
	　　坎寧安還表示，在美國，麥當勞正在把濃縮咖啡機升級換代，新設備能製作出口味更具一致性的飲品。新設備還有更好的打奶泡技術，可以製備更加多樣的飲品，成本大約是1.2萬美元一臺。</div>
<div>
	　　但麥當勞的食客通常是中低收入人羣，在喝咖啡上也並不樂於嚐鮮，金融服務公司Stephens的分析師威爾斯拉鮑(Will Slabaugh)表示，消費者想要的是他們負擔得起而且熟悉的東西。</div>
<div>
	　　&ldquo;對麥當勞來說，重振品牌將是一個緩慢而艱難的過程，特別是在當今這種消費者期望優惠的大環境下，&rdquo;斯拉鮑說，&ldquo;我不認爲這會激起消費者的很大興趣。&rdquo;<br />
	<img alt="" src="/uploads/allimg/161209/8-161209101P3b8.jpg" style="width: 330px; height: 220px;" /></div>
'

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