Starbucks, McDonald’s Bow to Australia’s Coffee Superiority

Coffee-lovers in America, rejoice. A better brand of brew is coming to you—one that Australians have touted for years as the superior way to enjoy coffee.

Starting on Tuesday, Starbucks will add flat-white coffee to its US menu, which Melburnian Andrew Demaria describes as having “less foam than a latte” and a smaller cup as it introduces a new term to many Americans’ coffee lexicon: ristretto, comprising “the first part, about half, of an espresso—the more flavorsome bit of the actual coffee.”

Positioned as part of its move to attract more sophisticated coffee-lovers with its high-end Roastery concept, it’s also an admission that Australians make a better cup of joe—as Starbucks Australia (which describes its flat white as “slightly stronger than a latte, with steamed milk”) would no doubt proudly proclaim.

However, as Quartz notes in an essay on the debate over the origins of the flat white (New Zealanders lay claim to it, too), Starbucks has floundered in Australia, selling its local stores to 7-Eleven’s parent company in the market last year and clearing the way for homegrown brands such and indie cafes to flourish.

Starbucks’ acceptance of the flat white beyond Australia comes as another global brand has retooled its coffee strategy after struggling to please Aussies’ discerning palate for how they caffeinate.

McDonald’s Australia recently re branded Sydney’s standalone McCafé location, downplaying its affiliation with McDonald’s in a bid to hide its corporate parent.

Now called, simply, “The Corner by McCafé,” Business Insider reports that the outlet “has been stripped of almost all affiliation with the Golden Arches, aside from the word McCafé displayed in small print underneath the store name.”

The irony is that McDonald’s McCafé standalone speciality coffee store concept was introduced in Australia in 1993 before being taken worldwide.

 

But Australians—being a sophisticated, java-drinking lot—became increasingly disgruntled about the quality of McCafé coffee. And in a surprising admission to its customers Down Under, McDonald’s actually issued a public apology for its sub-par coffee last summer.

As a result, McDonald’s launched its biggest Australian marketing campaign in two years, all surrounding its in-store coffee bars.

Under the banner of “There’s more to McCafé,” according to Bean Scene magazine the campaign promised to provide “expertly frothed milk” by trained baristas. “We know that more and more Australians are serious about their coffee,” said Helen Nash, McDonald’s COO in Australia.

“The Corner” gambit is reminiscent of the liberties that McDonald’s also took with its iconic name and brand in 2013, when it slapped its local nickname—Macca’s—on signs at some outlets, in social media and in an ad campaign in that market.

Now, having exported a better McDonald’s coffee to the world, non-Aussies can enjoy Australians’ beloved flat-white cuppa at their local Starbucks, too.

Reference:

Blus, D. 2002. Starbucks, McDonald’s Bow to Australia’s Coffee Superiority. http://www.brandchannel.com/home/post/2015/01/05/150105-Starbucks-McDonalds-Australia-Coffee.aspx (accessed February 25, 2015).

 

Order a unique copy of this paper
(550 words)

Approximate price: $22

Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees


We value our customers, and so ensure that our papers are 100 percent original. Our Team of professionals does not miss the mark; they ensure that step by step each paper is written uniquely. We never duplicate or work as we compare papers rest assured. We deliver our work a day before time to ensure that you don’t miss your deadlines. It is not only doing the work but delivering it at the right time. We capture the consequences of late remittances. .

Money-back guarantee

We value customer satisfaction here at popularessaywriters.com and make sure that you get the best value for your Money. It happens that sometimes you can pay twice for your order or may want to cancel it, or you feel that it doesn’t meet your requirements; our money back guarantee will give you the opportunity to get back your money. We will also refund 100% of money paid double. In case your paper does not satisfy your requirements , we request that you notify us via writing within 2 days otherwise on the third day we will assume that you have been satisfied. Do all your correspondences through our email address popularessaywriters@gmail.com.

Read more

Zero-plagiarism guarantee

At popularessaywriters.com, our professional writers know the consequence plagiarism does for our clients. We have updated software’s such as article checker and copyscape to check for originality of the custom papers before submission of the final paper to the you. Our guarantee to the customer is that we will write 100% original papers for them that are quality, timely and of low cost. We have experienced professional and competent PhD writers who will write quality custom papers for you..

Read more

Free-revision policy

. At popularessaywriters.com, we are proud to provide top-quality Essay writing service to our esteemed customers. We are ready to take up that challenging academic assignment that is giving you sleepless nights and simplify it for you according to your desired requirements. We are willing to revise your paper if it does not meet your requirements. At popularessaywriters.com, we do not compromise with quality; thus, we offer unlimited free revisions until the customer is satisfied with their custom paper. Our unlimited free revision services are provided under the following terms:.. .

Read more

Privacy policy

Popularessawriters.com knows that client’s information is an essential tool for our company. It means that whatever the client requests from our service is kept strictly confidential. It means that whoever writes for this company understands the terms and conditions hence you should not be worried because you will never see your work somewhere else...

Read more

Fair-cooperation guarantee

Rest assured that we will always be attentive to your needs and requirements. We belief in the phrase treat your neighbour as you would want them to treat you. We leave nothing to chance and always look forward to a good interaction with each other.. .

Read more

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency