Summary: Janice Fields, is the chief operating officer of Mcdonald's USA. She started off as a counter girl when she was around age 20, and she has worked up the career ladder, and now she is in charge of thousands of stores and millions of dollars of revenue. Since she has been the chief operating officer of Mcdonald's there have been constant improvements, such as increased hours in 90 percent of the stores, improved the health-issue of the industry, and increased revenues. Janice is about to start an idea that is totally revolutionary since the introduction of breakfasts. They are planning to start serving latte and cappuccinos in Mcdonald's. They have already started this procedure in many different countries, and the reponse does not seem to be quite positive.
Opinion: Even in Korea, Macdonald's started to serve high-class coffee such as lattes. I have not heard of anyone say, "Let's go to Mcdonald's and grab a cup of coffee." I do not think that they have culturized this concept of Macdonald's coffee as they have culturized breakfast menus. Many would agree that many people get excited over the breakfast menu of Macdonald's. Even myself, I try to to go to Macdonald's before it is 11 Am, so I do not miss out on the breakfast menu. It is true that this reacting is portrayed because of the good taste of the mcmuffins or sausages, but more of it is I think because of the culture that Macdonald's has created. The happy feeling that you get when you're eating breakfast with your friends where everyone is smiling is what most of us crave more than the actual taste of the burgers or breakfast meals. What Macdonald's needs with this new idea of lattes and cappuccinos, is to culturalize the cafe culture within the world, a culture where Macdonald's can state that one does not need to go to Starbucks or Seattle's best to get good coffee, an image that states Macdonald's can provide a happy experience with the meal and complement it with a high class environment that goes well with the coffee experience.
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