McDonald’s Goes After Starbucks in Japan

McDonald's Holdings Co. is venturing in to the fast-growing market of specialty coffee which is presently dominated by, surprise! – Starbucks Coffee Japan Ltd. Number two is Doutor Coffee Co.

McCoffee will open 15 cafes by the end of the year – about one every other week from now till Christmas.

The first six months will be a test period – a look at profitability and other variables.

The McKissatens will offer lattes and value-priced food items, and will be placed in shopping centers around Tokyo.

The coffee shop market in Japan reached

1.05 trillion yen ($80 billion) in 2006.

Starbucks grew 16% n 2006.

McDonalds has 3,800 outlets in Japan. Of those 1,800 are so-called satellite restaurants. The unprofitable of the latter bunch will be turned into cafes.

Please give me a McSpresso to go, go, go…..