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Malaysians ready for a cuppa at McCafe

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McDonald's has finally launched McCafe here in Malaysia and aims to give Malaysians a wide range of premium specialty coffee.Introduced in Australia in 1993, McCafes are already available in 17 other countries and was only just introduced to Malaysians because they were "not ready for it before"."One of the reasons why McDonald's is so successful is because we invest so much of time and energy into understanding what the customers want and giving back to them better than anyone else can. Our customers weren't ready for McCafe until now," said Sarah Casanova (pictured), managing director of McDonald's Malaysia and regional manager of McDonald's Malaysia & Singapore."They are telling us by their purchasing behaviour that they are ready for specialty coffee and we were getting a lot of feedback from customers who asked when McCafe was coming. So it was time," added Casanova.Casanova also said Malaysians are starting to acquire a taste for coffee. Coffee has grown to a 582 million-cup-a-year business, equivalent to RM1.6 billion, making up an average of five cups a week for every Malaysian.There is currently only one McCafe outlet, located in Kota Damansara, with plans to open 10 more to be fitted into McDonald's restaurants by year-end and another 50 outlets in 2013.McDonald's relied on word-of-mouth, leaflet drops and buntings spread across the Kota Damansara area and press ads in The Star and The Sun in promoting the opening of the outlet.Casanova said McDonald's plans to open more outlets before they start doing extensive advertising. For now, there will be more localised advertising within the locations of the McCafe outlets apart from online and social media buzz.For the 10 McCafes slated to open this year, McDonald's is investing just short of RM500,000 on advertising for the rest of the year.

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