Mickey D's New Brew

McDonald's is rolling out a premium coffee in a bid to draw the morning crowd from competitors such as Dunkin' Donuts and Starbucks

NEWS ANALYSIS
By Pallavi Gogoi

America has become a nation of gourmet-coffee junkies, thanks to Starbucks (SBUX ). And if anyone doubts that the trend is here to stay, here's a wake-up call: McDonald's (MCD ) is joining the java bandwagon.

Starting Monday, Mar. 6, McDonald's patrons will be able to order a premium roast coffee to go with their Egg McMuffins. The move itself may be less surprising than the fact that the world's largest fast-food chain took so long to make it. Many Americans consider coffee an A.M. essential, and breakfasts make up more than 25% of sales at most McDonald's restaurants, so you would think premium coffee would have made it onto the menu quicker (see BW, 8/25/03, "Saving Mickey D's Bacon").


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