Coffee to stay a top priority at McDonald's

|About: McDonald's Corporation (MCD)|By:, SA News Editor

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.