Burger King answers McDonald’s new restaurant format move
The chain is looking to take down McDonald’s and Wendy’s.
When McDonald's shared its CosMc restaurant concept, the target was clear. The new chain offered a menu built around drinks and snacks.
It was clearly an effort for the chain to answer Starbucks (SBUX) , a chain which does much of its business outside of traditional meal hours. The coffee chain filled a need for morning work breaks, afternoon sips and snacks, and off-hour, in-between meal purchases.
Related: McDonald's, Burger King rival makes controversial menu move
McDonald's (MCD) has largely failed to take that business with its McCafe concept. That's a sort of coffeehouse menu located within the fast-food giant. It's an idea that sort of misses the core concept of a coffeehouse.
Yes, it has espresso-based beverages, frozen, sugary drinks, but most McCafe locations don't have a coffeehouse vibe. You probably wouldn't head there to work on your novel, have a date, or argue with your friends about obscure music or indie films.
