Skip to content
Subscriber Only

McDonald’s Seeks to Out-Latte Starbucks in Coffee War

McDonald’s Corp. is counting on coffee to give sagging U.S. sales a jolt.

One of the chain’s top priorities is boosting “coffee-driven visits,” according to a document laying out the company’s 2014 to 2016 U.S. strategy. 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.” Earlier this month, in a webcast for restaurant owners, McDonald’s vowed to become the “envy” of rivals and said Starbucks Corp. was leading the “coffee wars.”