I would like to know what my fellow coffee shop owners/managers are doing to combat McD's 100 million dollar ad campaign...Personally, I know it is having an impact on my shop, but I know some of that has to do with the previous owners selling sub-par coffee cut with milk and syrup...I have some ideas involving some gorilla marketing tactics and offering customers the opportunity to come in with their receipt from whatever fast food joint he/she bought a coffee beverage from. We would match the price on the receipt for the same type coffee drink...it's the best I have and my advertising budget includes facebook, myspace, my webpage, maybe a youtube vid with some kinda horrible SNL rip-off (i.e., local adverts with locally available media are out of my price range)...My opinion: McD's is to gourmet coffee what my shop is to fast-food...

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Mate,
Don't even try and compete with Macca's marketing. You will loose badly EVERY time. Think of the corporate $$ they have behind them.

Get hold of a marketing book called 'Purple Cow' by Seth Godin. This book talks about being remarkable and finding a niche market. I think that you have to fight the PO's image and come out as the specialty coffee shop that you aim to be.

Expect that it'll take you at least 10 months to see a change.

I like your Gorilla marketing ideas. It's the best way to go against the big guns with the massive advertising money. Read that book and gather some inspiration to take this form of marketing and transform your market share.

Think about it this way. Do you want to compete with Macca's products, thus fighting for their customers? Or do you want to rise above them and offer what they never can! They are corporate, they cannot match your local knowledge and local area impact marketing.
Traveling a few weeks ago, we couldn't wait to try the new McDonald espresso drinks. It took three stores to find the new drinks. I had a double shot cappuccino and my wife a latte. It is evident you won't loose many customer very long.

I am particular and careful making espresso drinks and I like only about one out of three cappuccinos and make a heavenly shot very seldom - and our drinks are above average in quality. With this in mind you know I will not return for another make believe cappuccino at McDonalds. The only McDonald customers that will re-order one of these espresso drinks is someone that has no taste for coffee. Their straight coffee is much better.

The cappuccino I ordered was superheated (guessing 195 degrees), milk burnt flavor, no espresso flavor, no foam and in my opinion it was not a cappuccino. My wife and I, after eating, deposited both drinks in the garbage can with our paper wrappings.
Here is a link to a long list of posts on this subject.

http://www.baristaexchange.com/forum/topics/mcdonalds-100m-ad-campaign

Also a link to a recent FOX Business clip about it too: http://www.baristaexchange.com/video/matt-milletto-on-fox-business
What are we doing to "combat" McDonald's campaign?

Doing what we always do: make coffee better than anyone else in our city. It's all we know how to do.
First off, do you really want these people as your customers? It's almost a lost cause and probably bigger frustration. For people looking at McD's for gourmet coffee is like expecting a gourmet meal from them. I've over heard a customer of mine talking to another customer and telling them that they just love our coffee. THe other customer agreed, but said that they'd rather get it at McD's because it's cheaper. Personally, I'd rather pay the extra $.30-.$80 for a quality drink. It's great to have new people walking through your doors and become repeat customers.
lol, wish I had found this link before I posted :)...live and learn...thanks Matt.

Matt Milletto said:
Here is a link to a long list of posts on this subject.

http://www.baristaexchange.com/forum/topics/mcdonalds-100m-ad-campaign

Also a link to a recent FOX Business clip about it too: http://www.baristaexchange.com/video/matt-milletto-on-fox-business
Cedric:

I should have approached my topic from a different angle (and if I had poked around the boards and found the original thread, I would have ;)). I have an issue in my shop due to the previous owners lack of lust for gourmet coffee. I was a customer at this shop for a couple of years before the place came up for sale. During that time I began to found myself at mcd's more often than at this shop, due to the product and the staff taking a sharp dive into the ground. Upon my purchase of the place, I found out why the quality was lax. I have made huge strides in correcting the problems, but word is slow to spread when advert dollars are short. I think this establishment lost customers to mcd's long ago, and those customers have just gotten into a routine. Now I have to find a (cheap) way to entice them back in for another go at better than ever (for this area) coffee. I am still learning, but I will go toe-to-toe with any of my local mcd's button pushing coffee talent...

Cedric said:
First off, do you really want these people as your customers? It's almost a lost cause and probably bigger frustration. For people looking at McD's for gourmet coffee is like expecting a gourmet meal from them. I've over heard a customer of mine talking to another customer and telling them that they just love our coffee. THe other customer agreed, but said that they'd rather get it at McD's because it's cheaper. Personally, I'd rather pay the extra $.30-.$80 for a quality drink. It's great to have new people walking through your doors and become repeat customers.

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