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Premium line of coffee that includes cappuccino

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Not long ago, McDonald's unveiled plans to roll out McCafe in the United Stated, a premium line of coffee that includes cappuccino, latte and iced mocha. The recession during the late 2000s in the United States left some analyst questioning whether it was the right time for McDonald's to roll out its line of new specialty drinks. However, McDonald's quickly saw a tripling of its share of U.S. coffee sales.

Why do you think McDonald's embarked on that program, and related, what do you think was the source of its success? Do you think this new product line will sustain its impact on the company's bottom line? Explain your answer.

Reference no: EM132552958

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