McDonald’s is launching classic coffee bars. They will open at the 14,000 U.S. store and will be more similar to the Italian classic bar with displaying espresso machines and baristas prepare drinks. McDonald’s will add $1 billion to its annual sales. The move aims at contrasting Starbucks. According to a memo sent by Starbucks CEO Howard Schultz in February 2007 a few changes in the theatrics solved a major problem in terms of speed of service and efficiency but removed much of the romance and theatre that was in play. In particular, the height of the new coffee machines would block the visual sight line the customer previously had to watch the drink being made and would jeopardize the intimate experience with the barista.

(Carlo Odello, sources: Reuters, Financial Times)

Tags: baristas, bars, mcdonalds, starbucks

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