The great Sethmeister himself, Seth Godin, says to transform your business, you have to do something remarkable. Well, fast-food coffee has now been done remarkably well.
I just had my first cup of the new Premium Roast coffee at Mickey D’s. I didn’t even have to put in the 2 sugars and 2 creams that I wanted …. they did it for me, so I wouldn’t have to fumble with the packets.
What’s the big deal with that ? Well, as I see it, I’m on the road 5 or 6 days a week. If I stop at a drive-thru and grab a quick bite, I take the chance of getting crumbs all over my double-mercerized golf shirt or my micro-fiber slacks.
You have to either drink bad coffee black or hope they remember to put some packets in your sack.
Not anymore. McDonald’s has gone above and beyond the road warriors expectations. They have great coffee and a great lid, which we’ll get deeper into in a minute, and they make it like you want it.
Their new premium roast coffee is the best I’ve ever tasted at a fast-food establishment. The absolute best.
Do I know anything about coffee ? Yes, if I say so myself ( and I will ), I worked at one of Millstone Coffee’s roasting facilities eons ago and I’ve tasted the best coffee’s from around the world. This new stuff is pretty good for the time and cost. You pay about a buck and they hand it to you, with the amount of cream and sugar you ask for, in a few seconds.
Better philosophy, for the consumer, than at that big ‘Buck’s place.
Life is good.
What they’ve done will force those that want to be players in the breakfast market to counter with their own take on kicking customer service up a notch.
Instead of that other place having their king, at McDonald’s YOU, the customer, are the king. Life as royalty ain’t all that bad, despite those wretched tabloids.
And that new coffee cup lid is the stuff of dreams. Have you seen it yet ? A little doomafloggit that hinges back and forth. Domed a bit to relive the peripheral pressure that only accumulates in suburban coffee climates. Almost impossible to spill onto your Dockers.
Life is good.
You want to be treated like royalty ? You want 2 sugars and 2 creams, without having to rip, tear or squeeze ? You want great coffee with your morning breakfast sandwich ?
Then head on over to Mickey D’s and feel the love.
Now if we could just get them to make their sandwiches a little better …
Don't miss a thing! Subscribe to our RSS Feed or sign up for our e-mail updates (in the sidebar). To leave a comment, click on the post title, then scroll down to the bottom. Thanks!
{ 1 trackback }
{ 6 comments… read them below or add one }
I agree that this has the potential to feel like royalty…if it’s consistently delivered. I’ve stopped at 3 or 4 different McD’s for just this reason, and more often than not, the person taking my order never asks me if I wanted creamer, and I end up asking at the window, so they just shove me along with 2 creamer packets not mixed in. I’d just like them to go the extra mile to ask me what I need, instead of making me ask. It might cost them an extra buck or 2, but that would make me lovin’ it!
Hey Phil,
I hope their CEO reads this and send a memeo out that says they have to ask me and you EVERY time we’re there !
You’re absolutely right about the potential for disappointment if they don’t commit to asking every time.
Mike, well-written post. You hit the detail-oriented nail right on the head. If it looks, tastes and smells like a purple cow …
Thanks Easton. There’s not a lot of those creatures out there, so they’re easy to spot.
Dang! I drive by a McDonald’s every morning. And I keep meaning to drive through for a cup of this new coffee. They even give it away on Mondays!
Well, next week is a whole new chance…
Hi Catherine – Every day is a new chance to take a chance on something new.
EEEWWWW ! I can’t believe I said that !