July 15, 2008
But the Ribs Were Great!
I spent a few days last week in the Heart of America
Co-Op (Kansas City) trying again to evaluate the service
impacts of McCafe. Fortunately the market is now selling
so few Specialty Coffees that I can report there are no
negative impacts on service.
For the week ending 6/26/08 the market's weekly units
were 217 - lowest since the launch on 10/18/07.
Obviously the Heart of America Co-Op needs to spend
more money advertising McCafe.
Remember that Kansas City is the most mature market in
the country with the full beverage cell remodel. The larger,
long term test, has been in Michigan which did not roll
with the beverage cell. However, the remodel is now being
forced on Michigan Owner/Operators even though the region
is only selling 234 specialty coffees a week.