- McDonald's (MCD -0.9%) lists increasing coffee-focused visits as a top priority for its 2014-2016 strategy, according to an internal memo Bloomberg got its hands on.
- Though the company's brand reputation on drip coffee has improved greatly since McCafe was launched, its other premium coffee and espresso drinks haven't delivered the desired results.
- Some critics of the McDonald's strategy think customer service and wait times have suffered as the restaurant has put too much of a focus on trying to take market share from Starbucks and Dunkin' Donuts. They would prefer to see Mickey D's target Burger King and Wendy's.
Coffee to stay a top priority at McDonald's
Jan 29 2014, 11:18 ET