McDonald's gains ground from rivals with marketing blitz of McCafé brand

It’s cornered the market on Big Macs, fries, and shakes. And now McDonald’s is riding a massive marketing campaign to make gastronomic gains in premium coffee.

Not only has the Golden Arches stolen share from java leader Starbucks as the place most preferred by coffee drinkers, but McDonald’s has also dislodged Dunkin’ Donuts from its second-place spot, according to the May 2009 survey by BIGResearch of more than 8,000 consumers.

McDonald’s is "like a 9,000-pound gorilla," said Dennis Lombardi, executive vice president of food service strategies for WD Partners, a restaurant and retail design and development consultancy. “They have made a very strong push to build share with its McCafé brand and to show it is an alternative to coffeehouses."

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