Thursday, April 5, 2018

It’s still Cold Outside and McDonald’s Beverages Sales are Hot, Hot, Hot

Foodservice Solutions® FIVE P’s of foodservice marketing has set a new standard driving top line sales and bottom line profits for food retailers that integrated the FIVE P’s into branded messaging.  According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® no one does it better than McDonald’s. For those of you not regular readers of this Blog the Five P’s are:
Integrating innovation with both Price & Portability are two key drives of McDonald’s incremental beverage sales success.  The new innovative flavors of coffee available at McCafé are called Turtle beverages that expand and extend coffee experiences, flavors and choice for consumers.
The new Turtle coffee beverage line are seasonal limited time offers  (LTO’s), café-quality drinks featuring a delicious blend of chocolaty, caramel and hazelnut flavors. Beginning this April, coffee lovers nationwide can choose from an Iced Turtle Macchiato, Turtle Macchiato or Iced Turtle Coffee at participating U.S. restaurants that include:
Iced Turtle Macchiato: A rich swirl of chocolate is joined by caramel and hazelnut flavors then layered with cold, creamy milk and bold espresso, topped with chocolate drizzle, and served over ice it is available with choice of whole or non-fat milk.
Turtle Macchiato: Starts with a rich blend of chocolate, caramel and hazelnut flavors, which are combined with creamy steamed milk and bold espresso. It is topped with a sweet chocolate drizzle and served hot for a delicious treat one gain it is available with choice of whole or non-fat milk.
Iced Turtle Coffee: Our refreshing iced coffee is swirled with chocolate, caramel and hazelnut flavors and a touch of rich cream.
Elina Veksler, senior director of McCafé Menu Innovation for McDonald’s stated “Over the last year, McCafé has broken new ground with a series of exciting changes and it’s only just begun,” …“Our Turtle coffee beverages are a new take on an indulgent treat. With the first sip, you’ll taste a delicious blend of chocolaty, caramel and hazelnut flavors that work together perfectly for a rich and smooth coffee experience. These beverages are skillfully made by restaurant crew for just the right balance of flavors, ensuring our customers receive a café-quality beverage every time.”
Here is the competitive play PRICE as customers can enjoy any of McDonald’s small McCafé espresso drinks, including the Turtle Macchiato (hot or iced) for $2 thus targeting both Dunkin Donuts and Starbucks. Then McDonald’s doubles down adding PORTABILTY to the mix as customers can get their favorite McCafé drinks delivered to them with McDelivery on Uber Eats.
Integrating innovation with the FIVE P’s of food marketing is a sure way to elevate, educate, and invite customer to sample, enjoy, and migrate to your platform / brand according to Johnson. How are you garnering new customers?
So just what is your New Electricity? Success does leave clues  is the global leader in grocerant niche business development.  We can help you identify, quantify and qualify additional food retail segment opportunities.  Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email:

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