McDonald's apologizes for the quality of its coffee

A McDonald's advertisement for McCafe

JEREMY HOBSON: To Australia now where McDonald's is saying sorry to its customers. Over the weekend, the company launched an ad campaign apologizing for the quality of its coffee.

Stuart Cohen has the story from Sydney.


COMMERCIAL: This cup's for you complainers. Thanks to you we've changed to a richer, smoother blend.

STUART COHEN: McDonald's is better known for its burgers than its quality coffee. But the company's chief operating officer in Australia wants to change that. She says Aussies have a sophisticated palate when it comes to coffee and McDonald's wasn't pouring a quality brew. So the company has taken the unusual step of apologizing and promising a free cup of coffee to those who remain unhappy.

For the few customers actually going into a McDonald's in downtown Sydney for the coffee, the reviews weren't exactly glowing.

MCDONALD'S CUSTOMER ONE: Actually it's not too bad. In comparison to the other cafe places I think it would meet the same standard, and it's a lot cheaper too.

MCDONALD'S CUSTOMER TWO: The only problem is that sometimes you've got to admit that it's cold. It's not always hot.

McDonald's launched its upscale McCafe coffee shop concept in Australia in 1993. It's now spread across the world, including to the United States.

In Sydney, I'm Stuart Cohen for Marketplace.

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