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McDonalds Tests Self-Service Coffee to Quicken Service

They call it fast food for good reason: It’s fast.  Foodservice Solutions® while speaking at the Fresh Food Summit pointed out that foodservice is evolving and what was fast yesterday is not so fast today.  Let’s look at five of the foodservice fast facts:

  1. In 1940 a home-cooked meal took on average 150 minutes to prepare
  2. In the year 2000 the average time spent inside McDonalds was 11 minutes
  3. In 2015 we spent 30 minutes preparing a home-cooked meal
  4. Today 74 percent of all fast food meals are drive thru or take out
  5. Today 1 in 3 men spend 15 minutes or less on food preparation

Coffee kiosk at McDonald's

McDonald's is the global leader in fast fresh food, but understands that the consumer continues to be time starved. Constantly searching for ways to reduce the time it takes a customer to get served, McDonald’s is testing several new ways to boost coffee sales, including a self-service option for customers on the run.

You can now order breakfast all day at McDonald's. That brings an increase in coffee demand. The self-serve coffee machine pictured was inside a Chicago unit by and credit them for the picture. 

In the picture you can see the vertical dispenser located away from the regular service counter.  The touch screen enables patrons to make a customizable latte, mocha or cappuccino for $2.99 and pay for it via credit card, clearly saving time for the consumer and labor for the operator.

The Ready-2-Eat and Heat-N-Eat fresh food battle for share of stomach continues to heat up as McDonald’s is also testing add-on flavor shots similar to the ones Dunkin’ offers.  Customers can “supercharge their java with any of nine un-sugared flavorings, from coconut to Irish cream, or three sweetened additives, including hazelnut and caramel flavorings.”. Customization, personalization, and technology infuse relevance that will help drive continued success at McDonald's.

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About Steven Johnson

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Do you know who your competitors are today?  Do you know what they are selling? Do you know what your customers think of their food?  No? Well, maybe it's time to get a Grocerant Scorecard completed by the Grocerant Guru.

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions® and a recognized food industry thought leader. Johnson excels at vertical brand and product positioning, marketing strategy and business development specifically identifying, quantifying and qualifying niche opportunity for global foodservice related activity.  He can help place new products in non-traditional channels of distribution.

 With an emphasis in grocerant niche, his focus has been on better for you food that is fresh or prepared ready-2-eat and heat-N-eat.  He developed and implemented of the 5 P’s for food marketing for all retail foodservice companies, including chain drugstores, grocery stores, QSR’s and particularly C-store clients.

 During the past 15 years he has developed over 7.5 billion Dollars in avenues of new business revenue for clients and companies. His experience has focused primarily on C-level sales and brand  building opportunity with industry leading international companies including: The Procter & Gamble Company, Papa John’s International, Minnesota Mining & Manufacturing, Chi Chi’s, TGI Fridays, Fuddruckers,, Technomic, The Hartman Group.

 Prior to Foodservice Solutions, Johnson worked for the US Department of the Navy, where he led the development of Parcheesi’s Pizza Pasta Plus for global roll out and implementation including the development of the first dockside mobile pizza kitchen for use by the US Navy during the first Gulf War.

Johnson holds a Master’s of Science in Food Marketing degree with distinction from Saint Joseph’s University and a Bachelor of Art degree from the University of San Francisco. He is a member of Beta Gamma Sigma, the International Business School Honor Society.  Johnson has received numerous awards including 3 EMMEY; Awarded by 3M for “Outside the box” thinking and team leadership. Food Marketing Award; Awarded by Saint Joseph’s University, Outstanding Service Award issued by the Boy Scouts of America.

Don't get trapped doing what you have always done. Position your company with the evolving consumer. Interested in learning how Foodservice Solutions 5P's of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? That's simple, call for Outside Eyes call the Grocerant Guru. Email Steve at: or visit: for more information. Visit us at, or tweet Steve at

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