McDonald's will roll out premium coffee at its 13,000 U.S. stores in 2006. The company said the premium coffee uses higher-quality beans — and is pricier for both the customer and company.
"Coffee has increased in popularity beyond a breakfast beverage," spokesman William Whitman told USA Today. "We see an opportunity to bring our customers a better-tasting product at a value price."
The question becomes what kind of coffee to sell and what to call it. According to an Associated Press report, the company hasn't even decided what to charge for the offering. However, the QSR has tested specialty coffees at McCafe coffee shops, attempting to step up in the $8.9-billion-coffee market.
McDonald's has also upgraded its interior design in many stores and is testing a McDonald's Bistro concept that offers a fast-casual-like menu.
