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'<img alt="" src="/uploads/allimg/180619/3-1P619115132J9.jpg" style="width: 800px; height: 533px;" /><br />
<h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); box-sizing: border-box; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-variant-numeric: inherit; font-stretch: inherit; line-height: 30px; font-family: "ヒラギノ角ゴ Pro W3", "Hiragino Kaku Gothic Pro", メイリオ, Meiryo, "ＭＳ Ｐゴシック", sans-serif; vertical-align: baseline; position: relative; width: auto;">
<span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; font-size: 16px;"><font style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; box-sizing: border-box; vertical-align: inherit;">專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ）</font></span></h2>
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知名連鎖咖啡業者Starbucks過去三年在全美開設超過2000家咖啡店，取代McDonald’s成爲美國最大的咖啡連鎖店，讓一些分析師直呼咖啡零售市場已過飽和。Quo Vadis Capital總裁John Zolidis也在受訪時表示，如果美國咖啡店以現有速度持續增加，而後的競食效應（cannibalization）將相當慘烈。</div>
<div>
</div>
<div>
但這段評論並不能阻止McDonald’s對McCafe的擴張計畫。事實上，這家連鎖龍頭剛宣佈推出新產品—冷萃咖啡（Cold Brew Frozen Coffee）及冷萃咖啡冰沙（Cold Brew Frappé）。這兩項產品讓McDonald’s正式進軍濃縮咖啡界。</div>
<div>
</div>
<div>
今年五月，Bernstein分析師表示McDonald’s推出的下午茶冰萃咖啡系列應該會搶走部分Starbucks的顧客，”因爲現在顧客品牌忠誠度較低，傾向選擇更便宜的商品。”</div>
<div>
</div>
<div>
根據市調公司Mintel數據，從2015至2017年，全美冷萃咖啡銷售量增加了460%，今年市場預估高達3810萬美元。</div>
<div>
</div>
<div>
McCafe產品創新部門資深總監Elina Veksler表示，新的冷萃咖啡將可帶給顧客更多產品選擇，在產品品質上也有提升。他直言：“顧客在尋找更多選擇。不同的客人有不同需求，比如說活力、清爽、放鬆、稍稍放縱等等。如何對接這些需求是關鍵。”</div>
<div>
</div>
<div>
Veksler提到，爲了能更迅速跟上消費者喜好及市場趨勢，McDonald’s與夥伴緊密合作。今年四月與Coca-Cola合作開發產品線—在全國零售店架上推出罐裝McCafe冰沙。罐裝咖啡是一項成長非常迅速的類別，在總計136億美元的咖啡零售市場中佔了五分之一。Mintel預期這個市場將持續擴大，並在2022年以前成長67%。</div>
<div>
</div>
<div>
McDonald’s運用自己廣大的全球市場優勢，找出在別的地區市場成功的新產品，拿回美國嘗試販售。”我們總是努力瞭解最新市場趨勢及消費者喜好，並進行研究測試”McDonald’s在新的芝加哥總部進行部分研究，販賣特殊飲料如澳大利亞的McCafe Flat White。”讓消費者有機會去體驗這些國外口味的產品。”</div>
<div>
</div>
<div>
Veksler表示，這個產業正處於前所未有的蓬勃發展，吸引McDonald’s將冷萃咖啡納入自己的飲料項目中。”飲料是食品服務體驗的核心項目，我們會持續增加新產品以提升顧客的體驗。”</div>
<div>
</div>
<div>
資料來源： Forbes</div>
<div>
</div>
<div>
https://www.forbes.com/sites/aliciakelso/2018/06/13/McDonald’ss-new-cold-brew-beverages-could-win-more-afternoon-share/#424f4eb442c6</div>
</div>
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'child' => 0,
'childids' => 323,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
| urlrule |
'/views-119258-[page].html' |
| fix_html_now_url |
'' |
| my_web_url |
'https://madmin.gafei.com/views-119258' |
| get |
array (
's' => 'article',
'c' => 'show',
'id' => '119258',
'm' => 'index',
) |
