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 (croata) 1:

McDonald'su zameće boj s Starbucks
Starbucks 'glavni izvršni Jim Donald - koji je predsjedao 50 po CENL pad cijene dionica prodavača u posljednjih 12 mjeseci - je biti zamijenjen osnivač i predsjednik Howard Schultz. Njegovo imenovanje dolazi nakon mračnih 12 mjeseci za Starbucks, koji je vidio da gubi na suparnike poput Dunkin 'Donuts i McDonald'sa, koji su počeli replicirati njegov uspjeh. Schultz sada je postavljen usporiti širenje prodavača rasta u SAD-u, zatvaranja, podcijenjene obavljanje trgovine u izravan odgovor na usporavanje Sjeverne Amerike gospodarstva. Umjesto toga, on će se usredotočiti na međunarodnim planovima tvrtke, koristeći novac prvotno namijenjenih otvore američke trgovine po svojim globalnim planovima za proširenje. Fast-food gigant McDonald je postavljena da se na Starbucks u konkurentnom kave na tržištu, s planovima za otvaranje kafića diljem Sjedinjenih Država. McDonald'su, do sada poznatiji po Big Mac hamburgera od svojih napitaka, jučer su detaljni planovi za razviti kafića zajedno s vlastitim 'Baristas' u svojim gotovo 14, OOO sjevernoameričkim trgovinama. Iako ne postoji fiksni vremenski okvir za predstavljanja studije su već u tijeku, a smatra se da pritisak može dodati $ 1 milijardu godišnje McDonald'sa S21.6bn 50 godišnje prodaje. Cilj je da se natječu head-to-head s Starbucks u sve većem pivo tržištu kave. Suđenje uključuje zapošljavanje 'Baristas "- izraz je proslavio Starbucks - u trgovinama, gdje su espresso prikazanih na šalteru, tako omogućujući korisnicima da zapravo vide pića napravio. To je u izravnoj suprotnosti s McDonald'sa tradicionalnom pristupu, gdje se proizvodi imaju tendenciju da se iz vida od potrošača. McDonalds također pokušava demistificirati ponekad zbunjujućih Starbucks pristup kave, zamijenivši veličine kao što su 'Venti' i 'grande' s jednostavnošću male, srednje i velike. U izravnom bočnim ukrasti na svom kave usmjerena rival, to čak ide tako daleko da koristite teškoće kupci često imaju u izricanju riječi poput 'latte' potrošačkog oglašavanje u Kansas City, gdje je jedan od suđenja se odvija. Glasnogovornik McDonald'sa rekao je za Daily Telegraph da je pritisak je dio tvrtke globalnom naglaskom na ponudu 'odlične proizvode na velike vrijednosti ", što upućuje na točku cijena će biti nešto niža od one Starbucks. Potez slijedi iz prethodnog roll-out svojih proizvoda kave, a dio je šireg ponovno prikazivanje mnogih svojih dućana.