"McCafé is not a fast-food coffeehouse serving instant or low-grade coffee. That’s the stigma we’re trying to overcome. Some people even think we serve hamburgers (laughs)," says Kenneth Yang, McDonald’s Philippines managing director. He adds, "There are several reasons why McCafé is now high on the list of coffee places in Metro Manila. We serve an excellent range of coffee and non-coffee offerings; great café style food; relaxing environment; warm and friendly baristi; and great value for both time and money."
McCafé outlets are located next to McDonald’s branches in Glorietta, Greenbelt, Makati Cinema Square, Edsa Panay and Eastwood. The McCafé concept began in Australia in ‘93. The first outlet was established on Swanson Street in Melbourne, serving espresso coffee in china cups, as well as cakes, muffins, cookies, pastries and quiche. The original goal was to offer an alternative menu to McDonald’s customers.
To date, there are more than 400 McCafés in 20 countries. The first McCafé opened in the US just three years ago, offering gourmet coffee and desserts in an ambience characterized by French-themed posters, lace curtains and piped-in jazz. New Zealand opened its first outlet on Queen St., Auckland in ‘98, which has a Victorian Italianate-style façade but with interiors adhering to the dictates of function.
Yang admits that McCafés in New Zealand are the most successful ones so far. Thus, the McCafés in our shores were modeled after their Auckland counterparts. "Our interiors were patterned after our New Zealand outlets. We also follow their menu, but we have a freehand in developing our own delicacies – such as pastries, cookies, muffins and breads. We even have ensaymada. We always strive for variety."
Among the favorites in the local McCafé joints are cheesecakes (blueberry and the brownie Oreo), cakes (honey crunch, choco coffee), quiches (spinach & mushroom and the Mexican), as well as tuna and chicken potato sandwiches. For coffee concoctions, latte is queen.
"When frothing and steaming, we follow certain procedures and follow them religiously. We have to be on our toes when making coffee. Every time there is an order, that’s the time we prepare the beverages. We make everything from scratch, and with the precise measurement, of course," shares Yang.
Coffee beans – the McDonald’s executive is glad to report – stay on the shelves only for 14 days. After that, the Central American and Indonesian blends are thrown away. The idea here is that coffee is best consumed fresh. So, with coffee concoctions as fresh as fresh can be, does it follow that McCafé treats come with stratospheric price tags? Not at all, says Yang.
"Compared to other coffeehouses, our hot beverages are P10 to P15 lower. Our regular mocha is only P59, while in other establishments it goes for as high as P75."
Thus explains why there are many recent converts to the McCafé fold. Yang remarks that many of their guests tell them they find McCafé drinks better than the more expensive brews from the more celebrated café chains.
"We are not a flamboyant, trendy coffee shop," he explains. "We’re in it for the long haul. You will notice that we don’t have couches here at McCafé. We want to convey a homey, more down-to-earth image. This is a place where you could relax. As long as we have McDonald’s customers we will have McCafés."
What about misconceptions that gourmet coffee and burger chains make strange bedfellows?
"McDonald’s is a known brand," concludes Yang. "People associate it right away with quality and good service. So our guests are assured of consistency and cleanliness."
Yang is saying in effect that McCafé has none of the usual shortcomings of other cafés such as lukewarm latte milk, weakly prepared espresso, stale black coffee, coffee that’s not piping hot, or too much milk in the latte. And at McCafé, consistency is king, and long blacks are always served hot under the golden arches.