Mai coffee set off the "new milk coffee" boom

On September 1, the "milk iron" series, which is creamier and thicker than a latte, was launched in McCann stores nationwide, adding a new member to the popular milk coffee category in China.

With the new milk iron, the new latte series has been launched. In McDonald's stores can see, the "milk iron" series including milk iron, oat milk iron, thick milk iron, and thick coconut milk iron four products, are priced in the upper 20 yuan.

According to X Hogtying, the general manager of McAfee, the milk iron is thicker than the latte, the coffee is extracted with essence, leaving only the front and middle part of the essence, extracting a small cup with a larger amount of powder, the flavor of citrus, caramel, black chocolate is more prominent.

In the future, "Milk Iron" will be the exclusive star product of McAfee and will be sold in nearly 2,500 McAfee stores nationwide for a long time. McAfee will also build up its strength to achieve more rapid growth and is expected to add about 1,000 stores in 2023, most of which are located in third-tier cities, to bring more consumers good daily coffee with high-cost performance.

As a big single product of Coffee, the "Milk Iron" series changed the extraction method and milk to coffee ratio of the original latte product based on the upgraded coffee beans.

McDonald's China CEO Zhang Jinan said, according to Chinese consumers' preference for milk and coffee products, and the pursuit of high-cost performance, Coffee launched "Milk Iron", a heavyweight new product, whose coffee bean recipe won the gold medal in an international competition, so that customers can enjoy better milk and stronger coffee every day at a great value.

Coffee beans are the soul of coffee, it is understood that the "milk iron" series of coffee use exclusive custom M10 + blending beans, from Guatemala, Colombia, Ethiopia, and Rwanda four countries coffee beans blended from, with citrus, caramel, dark chocolate flavor, won the "100% Rain forest Alliance The coffee is certified "100% Rain forest Alliance".

The coffee extraction method is also very careful, different from the freshly brewed, Mai Coffee "milk iron" series with a larger amount of powder, extracting the front and middle coffee essence, smelling sweet and rich, coupled with a 30% increase in the amount of milk ratio, tasting balanced and mellow.

To better cater to different consumers' taste needs, Mai Coffee offers four milk options, including milk, oat milk, thick coconut milk, and thick buttermilk, and the milk iron is handmade by baristas on site, each offering three cup sizes: large, medium and small.

It is worth mentioning that from September 1 to 4, McAfee will give away 2 million cups of free milk iron to celebrate the launch of the new "creamier and thicker than latte" milk coffee. From September 5 to the end of the year, McAfee will hold a "Tuesday Latte Day" event every Tuesday, giving away free lattes for a limited time.

Compared with other coffee brands, due to its inclusive and relaxed brand tone, McAfee has a broader audience, not only students, white-collar workers, and other young groups, but also the family-based elderly group. They either order breakfast with Mai Coffee or spend the afternoon in the mellow aroma of Mai Coffee.

"I believe that the milk iron is a major creation in the history of coffee." Lou Wei, senior general manager of McDonald's Shanghai market, said Coffee hopes that the "milk iron" can give customers who like milk and coffee a better taste buds enjoyment, it not only has the rich base of coffee, but also the silky taste of milk. In the future, "milk iron" may become a unique brand in the milk coffee category.

"Milk coffee is the most popular category among Chinese consumers." X Hogtying said that in the Chinese coffee market, all major brands have put a lot of effort into milk products, which is the future direction of innovation in the industry, so "milk iron" is not just a single product, and McAfee will further research and development of milk products to enrich the "milk iron" brand matrix.

Admittedly, the coffee market is very competitive, and the positioning of McAfee is to give consumers a cup of good, not expensive, convenient, and simple value products, "McAfee will come out next new products, but we will focus on building 'evergreen', rather than explosive products, re-buy classic flow in the entire McAfee New product development system." X Hogtying said Coffee does not produce complex and quickly forgotten products but ensures efficiency while doing innovation for the masses.

McDonald's China CEO Zhang Jinan said the Coffee brand has grown rapidly over the past two years, with the number of stores expanding from about 800 to nearly 2,500 and more than 10,000 baristas, with about 1,000 new stores expected in 2023, mostly in third-tier cities, and the milk iron will further strengthen Coffee's product power and continue to attract more coffee-loving Chinese consumers.

"We are not McDonald's coffee, but Coffee, relatively independent in terms of branding, but coffee is also a member of McDonald's." Lou Wei believes that MC Coffee's store cooperation model with McDonald's is an advantage for brand expansion: "MC Coffee enjoys zero rental costs of McDonald's restaurants and shares the training system and management system of employees, at the same time, relying on McDonald's strong supply chain advantages and rich product line, customers can choose more coffee and food combinations, which makes MC Coffee in the market competition This makes McAfee more valuable in the market competition."

About the next development plan, X Hogtying said, on the one hand, to achieve 100% where there is McDonald's, there is Coffee, on the other hand, is to further enhance the product power, and do a good job of their signature products.