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McDonald's takes on Starbucks
Coffee only the start as Golden Arches delves into new drinks
| Monday, Feb 11 2008 6:45 PM
Last Updated: Monday, Feb 11 2008 6:51 PM
Carley Thrasher was an easy sell for a cafe mocha Monday morning.
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Juanita Tejeda, reflected in mirror, receives a free cup of Cafe Mocha from McDonald's employee Eboni Barbee in the drive-through lane. McDonald's is promoting their specialty coffee all day Monday to allow customers to have a free cup.
McDonald's employee Joanna Salgado prepares to make a Cafe Mocha at the McDonald's on White Lane.
McDonald’s employee Margaret Ward gives out free cups of cafe mocha to drive-through customers Alfredo Arjon, center, and his nephew, Steven Arjon. McDonald’s is giving free samples every Monday until the end of April of its premium cafe mocha to promote the addition of premium coffee to its menu.
Fresh off work as a cashier at an all-night gas station, the 21-year-old Bakersfield resident had put in three eight-hour shifts since Saturday night, and now she had to get new brakes on her car before showing up for the Monday night graveyard shift.
But more than drowsiness, what really brought her to the McDonald's at White Lane near Highway 99 for an 8-ounce coffee Monday was the price: free.
So went the first local battle in the Golden Arches' new campaign against the green mermaid of Starbucks.
Hoping to establish a foothold in the multibillion-dollar specialty beverage market, the world's largest fast-food chain on Monday rolled out a new line of espresso drinks -- McCafe -- in several McDonald's locations around town.
"We're trying to give Starbucks a run for their money, hopefully," said Raul Ordaz, director of operations at three McDonald's locations in town.
Coffee's only the start. Soon McDonald's expects to introduce frappucinos, smoothies and even energy drinks in an effort to gain market share.
All of this comes as Starbucks faces new trouble of its own. After reporting slow sales growth earlier this year, the world's largest coffee house chain announced it would no longer serve warm breakfasts, saying it would instead focus on healthy, high-quality baked foods.
Meanwhile, local McDonald's stores hope to make the most of McCafe's novelty. At all 31 Kern County McDonald's locations -- with the possible exception of those located inside Wal-Mart stores -- customers will be able to pick up a free 8-ounce specialty coffee every Monday through the end of April.
And how did McDonald's new mocha coffee taste? That depends who you ask.
"It tastes better than our coffee," Thrasher said, comparing the new McCafe selection to the coffee brewed at the Chevron station where she works.
Tanya Smith wasn't as easily impressed. The 30-year-old Starbucks regular had tried the new McCafe selection and considered it a bit overpowering.
"It's fine," she said. "It's just too sweet for me."