McDonald's has defined its target market clearly.
TheMcCafé target market iscustomers who appreciate quality coffee and who want an excellent productin an attractive, undaunting environment.
This concept has already worked
well in Australia and New Zealand where the café concept is less developedthan in Europe and America.
These examples suggest that while McCaféworks well and is profitable in both city and suburban locations as citylocations in the UK become increasingly flooded with new entrants to the cafémarket, competition for 'the coffee £' will continue to increase as will the needto continue to look for new ways to compete within cities.