🌸Japanese Customer : Exclusive: Launch of McBakery by McDonalds's Japan with three new pastries added to the 100 yen menu - A boost to premium coffee strategy

Pages

July 16, 2008

Exclusive: Launch of McBakery by McDonalds's Japan with three new pastries added to the 100 yen menu - A boost to premium coffee strategy

Photo: New logo of McDonald's Japan new 100 yen menu range - McBakery



Book - Golden Arches: East Asia









McBakery Launch in Japan


Copyright, Pictures and article, JapaneseCustomer.com, 2008, All rights reserved




McDonalds Japan today launched the new McBakery line today in Tokyo,Japan. As hinted in our blog post yesterday . The launch comes at an important time in the market as the coffee wars have begun in Japan. McDonalds recently launched it's new premium roast coffee brand which was an upgrade on their previous coffee line.It was a sign they were about to muscle in on Starbucks customers. A Starbucks Japan regular coffee currently costs 280 yen while a McDonalds premium roast costs just 100 yen and has free refills. See previous posts outlining the premium roast coffee launch in Japan





Photo: McBakery store poster




The new McBakery range adds to the 100 yen menu item, expands McDonalds menu line and puts a brave foot forward into Starbucks territory as the economy is tightening. The timing couldn't be more perfect.





Photo: McBakery instore - Cash register poster for McBakery




The new McBakery line consists of three items, melon pan, choco danish and sugar croissant. Each item costs only 100 yen and are a natural complement to the premium roast coffee brand. It seems that the items are on sale all day with no time restrictions, meaning they can be enjoyed 24 hours at some stores.





Photo: Packaging of the new McBakery line.
A Paper bag with a plastic front that is folded at the end





Photo: McBakery sugar croissant





Photo: McBakery, melon pan


Photo: McBakery, choco danish


Photo: The new McBakery range which is added to the 100 yen menu


McDonalds Japan share price closed at 1567 yen per share down 18 yen.
Starbucks Japan shares have been on a downward slide since early February (having shed 9600 yen per share in six months), today they closed at 46,700 yen down 200 yen.


The new line should attract new customers to the store. The big question is why launch a winter product at the start of summer? Why didn't they launch the premium roast coffee and the McBakery at the same time in the cooler months? Or maybe Japanese customers don't care about the season for food and just that it is a new menu item and a reason to visit the store?.As metabolic syndrome continues to rage as a news item will the calorie count have much of an impact? Sugar Croissant 198 kcal, Melon pan 289 kcal and Choco Danish 232kcal. Sugar Croissant may become the best seller as it has fewer calories than the others but I must say they all taste very good with a premium roast coffee. A small 200 yen investment (McBakery item and a coffee) and you could pretend you were in Paris. The taste and quality is very good.


McDonalds and other fast food stores get plenty of traffic in summer in Japan as they offer a respite from the high humidity of summer. Once in store customers stay as long as they can, so maybe the cooler environment maybe just right for a coffee and a pastry strategy. Starbucks Japan has a new summer line up focusing on blended juice mango and Zakuro peach frappucino. The range is colourful, well known (Frappucino is well known among Japanese customers) and a refreshing drink for the heat.


So who will win the summer coffee wars. McDonalds with an extended 100 yen fresh bakery line to compliment their new premium roast coffee strategy or Starbucks with a new range of flavours for their well known Frappucino line?.


The winner will be ultimately be decided by customers at the cash register. We will keep you updated.




Book - Golden Arches: East Asia












Copyright, pictures and article JapaneseCustomer.com, 2008, All rights reserved