McDonald's stirs up battle with Sta

McDonald's stirs up battle with Starbucks
Starbucks' Chief Executive Jim Donald - who has presided over a 50 per cenl decline in the retailer's share price in the last 12 months - is to be replaced by founder and Chairman Howard Schultz. His appointment comes after a dark 12 months for Starbucks, which has seen it lose out to rivals such as Dunkin' Donuts and McDonald's, who have begun to replicate its success. Schultz is now set to slow the expansion of the retailer's growth in the US, closing under- performing stores in direct response to the slowing North American economy. Instead, he will focus on the company's international plans, using money originally earmarked for US store openings for its global expansion plans. Fast-food giant McDonald's is set to take on Starbucks in the competitive coffee market, with plans to open coffee bars across the United States. McDonald's, until now better known for Big Mac burgers than its beverages, yesterday detailed plans to roll out coffee bars complete with their own 'baristas' in its near-14,OOO North American stores. Although there is no fixed timescale for the rollout, trials are already under way, and it is believed the push could add $1 bn a year to McDonald's S21.6bn of 50 annual sales. The aim is to compete head-to-head with Starbucks in the ever-increasing brewed coffee market. The trial involves recruiting 'baristas' - a term made famous by Starbucks - to stores, where espresso machines are displayed at the counter, so allowing customers to actually see the drinks being made. This is in direct contrast to McDonald's traditional approach, where products tend to be made out of sight from the consumer. McDonald's is also trying to demystify the at times confusing Starbucks approach to coffee, replacing sizes such as 'venti' and 'grande' with a simplistic small, medium and large. In a direct side-swipe at its coffee-focused rival, it is even going so far as to use the difficulties customers often have in pronouncing words like 'latte' in consumer advertising in Kansas City, where one of the trials is taking place. A McDonald's spokesman told the Daily Telegraph that the push is part of the company's global focus on offering 'great products at great value', suggesting the price point will be somewhat lower than that of Starbucks. The move follows on from a previous roll-out of its coffee products, and is part of a wider re-imaging of many of its stores.

Resultados (español) 1:

McDonald's revoluciona batalla con Starbucks Starbucks' Chief Executive Jim Donald - who has presided over a 50 per cenl decline in the retailer's share price in the last 12 months - is to be replaced by founder and Chairman Howard Schultz. His appointment comes after a dark 12 months for Starbucks, which has seen it lose out to rivals such as Dunkin' Donuts and McDonald's, who have begun to replicate its success. Schultz is now set to slow the expansion of the retailer's growth in the US, closing under- performing stores in direct response to the slowing North American economy. Instead, he will focus on the company's international plans, using money originally earmarked for US store openings for its global expansion plans. Fast-food giant McDonald's is set to take on Starbucks in the competitive coffee market, with plans to open coffee bars across the United States. McDonald's, until now better known for Big Mac burgers than its beverages, yesterday detailed plans to roll out coffee bars complete with their own 'baristas' in its near-14,OOO North American stores. Although there is no fixed timescale for the rollout, trials are already under way, and it is believed the push could add $1 bn a year to McDonald's S21.6bn of 50 annual sales. The aim is to compete head-to-head with Starbucks in the ever-increasing brewed coffee market. The trial involves recruiting 'baristas' - a term made famous by Starbucks - to stores, where espresso machines are displayed at the counter, so allowing customers to actually see the drinks being made. This is in direct contrast to McDonald's traditional approach, where products tend to be made out of sight from the consumer. McDonald's is also trying to demystify the at times confusing Starbucks approach to coffee, replacing sizes such as 'venti' and 'grande' with a simplistic small, medium and large. In a direct side-swipe at its coffee-focused rival, it is even going so far as to use the difficulties customers often have in pronouncing words like 'latte' in consumer advertising in Kansas City, where one of the trials is taking place. A McDonald's spokesman told the Daily Telegraph that the push is part of the company's global focus on offering 'great products at great value', suggesting the price point will be somewhat lower than that of Starbucks. The move follows on from a previous roll-out of its coffee products, and is part of a wider re-imaging of many of its stores.

Resultados (español) 2:

McDonald suscita batalla con Starbucks
Starbucks presidente ejecutivo Jim Donald - que ha presidido una disminución del 50 por CENL en precio de las acciones de la minorista en los últimos 12 meses - es que ser reemplazado por el fundador y presidente Howard Schultz. Su nombramiento se produce después de un oscuro 12 meses para Starbucks, que ha visto perder a rivales como Dunkin 'Donuts y McDonald, que han comenzado a replicar su éxito. Schultz se establece ahora para frenar la expansión del crecimiento del minorista en los EE.UU., el cierre de las tiendas insuficientemente realizan en respuesta directa a la economía de América del Norte en desaceleración. En su lugar, se centrará en los planes internacionales de la compañía, el uso de dinero originalmente destinado a la apertura de tiendas de Estados Unidos por sus planes de expansión global. Fast-food gigante McDonald se fija para asumir Starbucks en el mercado del café competitivo, con planes de abrir cafeterías en todo Estados Unidos. McDonalds, hasta ahora más conocido por hamburguesas Big Mac que sus bebidas, ayer planes detallados para desplegar barras completas con sus propios "baristas" café en sus casi 14, OOO tiendas norteamericanas. Aunque no hay un calendario fijo para el despliegue, los ensayos ya están en marcha, y se cree el empuje podría añadir $ 1 mil millones al año para S21.6bn McDonald de 50 ventas anuales. El objetivo es competir cabeza a cabeza con Starbucks en el mercado de café preparado cada vez mayor. El ensayo consiste en la contratación de 'baristas' - un término hecho famoso por Starbucks - a las tiendas, donde se muestran las máquinas de café espresso en el mostrador, por lo que permite a los clientes ver realmente las bebidas están realizando. Esto está en contraste directo con enfoque tradicional de McDonald, donde los productos tienden a ser realizado fuera de la vista del consumidor. McDonald también está tratando de desmitificar el a veces confuso enfoque de Starbucks para el café, en sustitución de tamaños tales como "venti 'y' grande 'con una simple pequeños, medianos y grandes. En un lado golpe directo a su rival café-centrado, incluso se va tan lejos como para usar las dificultades clientes a menudo tienen en la pronunciación de palabras como 'café con leche' en la publicidad de los consumidores en Kansas City, donde uno de los ensayos está teniendo lugar. Un portavoz de McDonald dijo al Daily Telegraph que el empuje es parte del enfoque global de la compañía de ofrecer "grandes productos en un gran valor", lo que sugiere el punto de precio será algo menor que la de Starbucks. La medida es consecuencia de una previa puesta en marcha de sus productos de café, y es parte de una amplia reconstrucción de imagen de muchos de sus tiendas.