Last Sunday across Australia we saw a national advertising campaign apologising for McDonald’s coffee. The truly lousy coffee had been chasing customers to competitors, leaving McCafes embarrassingly quiet.

Australians have a very sophisticated coffee palate and we were not delivering a strong enough cup of coffee.  The Australian

The strength of the coffee was one problem. Most Australian coffee drinkers prefer flavour in their brew.

Sales at McDonald's McCafes, a local innovation since adopted worldwide, represent 10 per cent of total sales. ‘We are so proud of where McCafe has come from,’ Ms Nash said, ‘but we want this to appear humble and show we are listening.’

Since most coffee outlets in Australia should also be apologising business is naturally picking up at McCafe.