Not many have the guts to do it, but McCafé, in a surprising move, publicly acknowledged its coffee is not good enough.
After compiling the feedback of its customers, McCafé recently admitted it has not delivered what the customers expected from Australia’s largest coffee-chain.
In response to this, McCafé has invested in significant time and resources to improve the coffee it delivers in every cup.
The changes include a new richer and darker blend to appeal to the Australian taste; a national training program to create a dedicated crew of baristas across its 650 stores; and standardised equipment for consistent coffee texture.
The changes will be supported with McCafe's biggest advertising campaign in two years, spanning TV, print and social media.
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