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