McCafé, a McDonald's Brand

McDonald's operates 1,485 restaurants in France and aims to develop the McCafé concept, which rounds out the traditional fast-food offer. The coffee bar market is a fast-growing one where several chains compete: Columbus, Costa, Illy, McCafé, Starbucks, etc.

Developed in close collaboration with the marketing department of McDonald's France, this case-study presents the marketing plan for the McCafé brand.

The case covers detailed information about the McDonald's group, McDonald's France, the McCafé concept, and the characteristics of the fast-food and coffee bar markets.


This case-study is the updated version of the case M1831 (GB) « McCafé, a McDonald's Brand ».

- To familiarise students with the specific characteristics of the fast-food and coffee bar markets.

- To make students aware of the structure of a marketing plan by:

conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),

developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),

elaborating a marketing mix (product, price, distribution, communication).

- To validate the consistency between the different parts of the marketing plan.

Fast-food - Marketing plan - SWOT analysis - Marketing strategy - Marketing-mix.

Students in Licence, Master and Mastère spécialisé
MBA, Executive MS

Fast-food industry

- PPT: Debriefing (57 slides)

Année de la problématique : 2020

Livraison : Livraison par lien de téléchargement

Nombre de pages : 17

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 15 - Industries alimentaires