Monday 03 February 2025
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Matteo Borea: “Here is what CosMc’s teaches us: the new McDonald’s coffee format”

Borea: "McDonald’s clearly understands that today’s younger consumers aren’t just looking for good coffee—they crave an experience that is memorable and, most importantly, shareable. In today’s market, the product is no longer the sole distinguishing factor. Consumers expect quality—it’s a given. What truly makes a difference is how a brand makes people feel. The customer experience has become the real battleground for long-term loyalty and growth"

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Matteo Borea, Coffee Master and third-generation owner of La Genovese, a renowned roasting company in Albenga (Savona), provides an in-depth and interesting analysis about CosMc’s, the new McDonald’s coffee format and concept with the first location opening in Illinois. Below, we share his analysis.

CosMc’s: the new McDonald’s coffee format

by Matteo Borea

MILAN, Italy – “Over the past year, McDonald’s launched its new concept, CosMc’s, with the first location opening in Bolingbrook, Illinois. For a company as dominant as McDonald’s, particularly in the coffee market with its McCafé brand, a new venture might seem surprising. After all, McDonald’s is a well-established giant, so why make a bold move towards a new format? The answer isn’t just about expanding market share; it’s about understanding what consumers really want. And this understanding is closely tied to customer experience.

CosMc’s is an experimental format designed to capture a younger, more digitally connected audience, particularly the so-called Gen Z. While remaining rooted in the familiar world of coffee and fast food, this new format takes McDonald’s in a direction focused on personalization, unique experiences, and a highly “Instagrammable” atmosphere.

The focus is on personalized coffee (and more) beverages, giving consumers the ability to customize their orders exactly to their tastes. But the real genius of CosMc’s lies in its design: every aspect of the experience is curated to be visually appealing, engaging, and worthy of being shared online.

The digital experience is seamless, the environment is futuristic, and the atmosphere is specifically designed for social media.

McDonald’s clearly understands that today’s younger consumers aren’t just looking for good coffee—they crave an experience that is memorable and, most importantly, shareable.

In today’s market, the product is no longer the sole distinguishing factor. Consumers expect quality—it’s a given. What truly makes a difference is how a brand makes people feel. The customer experience has become the real battleground for long-term loyalty and growth.

Think about your personal experiences as a customer. What stood out to you? Was it the product you bought, or the way the brand made you feel at every stage, from the initial contact to post-sale support? A good product might catch your attention the first time, but a memorable experience will bring you back.

This shift is not limited to the retail sector. We see the same phenomenon in the coffee world: consumers aren’t just looking for the best-tasting coffee—they’re looking for an experience. Whether it’s how customizable their order is, how simple the process is, or how enjoyable the atmosphere is, the customer journey is becoming more important than the cup itself.

Personalization and digital engagement: key trends

One of the main trends driving this shift is personalization. Today’s consumers want to feel in control of their choices. In the coffee world, this might mean allowing customers to fully customize their drinks, from the type of milk to the temperature.

Personalization makes consumers feel like they’re part of the creative process, strengthening their connection to the brand.

The digital experience is also becoming a fundamental component of the customer journey. Today’s consumers, especially younger ones, expect seamless online and in-store experiences.

Whether it’s ordering through an app or enjoying a fast and efficient payment process, convenience and ease of use are essential. Brands that can create a seamless experience are the ones securing customer loyalty.

But the experience doesn’t stop at the checkout. More and more, consumers are seeking environments that are not only enjoyable but also shareable. In an era dominated by social media, having a visually appealing and unique space can be as important as the product itself. When customers are excited to share their experience with friends online, they become ambassadors for your brand—without you having to do a thing.

What does this mean for the coffee industry?

In the coffee sector, we have often focused our attention on product quality as the primary distinguishing factor. However, with the increasing emphasis on the customer experience, it’s clear that quality alone is no longer enough. The businesses that stand out are those offering more than just a great cup of coffee—they offer an experience that resonates with their customers.

Personalization plays a significant role in this. Allowing customers to personalize their drinks not only satisfies individual preferences but also enhances their sense of satisfaction and engagement. And satisfied customers are more likely to return.

Similarly, the digital experience is crucial. From mobile ordering to loyalty programs, integrating technology in a way that simplifies and enhances the customer journey can have a huge impact on how your brand is perceived. But it’s not just about convenience; it’s about creating a holistic experience where every touchpoint with the brand is smooth and enjoyable.

Why Customer Experience Marketing is the future

 For decades, companies have relied on aggressive sales tactics and marketing campaigns to convert potential customers into actual customers. The goal was to maximize the conversion rate and the value of the first purchase. But while this strategy may generate short-term gains, it doesn’t foster long-term loyalty or build lasting relationships with customers.

Customer Experience Marketing takes a different approach. Instead of focusing on maximizing the immediate value of a customer, the goal is to provide an exceptional experience at every stage of their journey.

From the moment a customer interacts with your brand—whether in-store or online—the priority should be to ensure their experience is as enjoyable and memorable as possible. This not only increases the likelihood of repeat purchases but also turns your customers into brand ambassadors.

According to various studies, word-of-mouth remains one of the most powerful marketing tools available to a business. When customers are satisfied, they talk about it. They leave positive reviews, share their experiences on social media, and recommend your brand to family and friends.

And in today’s connected world, that kind of organic promotion is far more valuable than any paid advertising campaign..

The question to ask is: “Am I ready for this shift?”

 So, what does all this mean for your business? If you’re still focusing all your efforts on product quality and price, it might be time to rethink your strategy. The future of the coffee industry—and many others—lies in delivering a complete experience that makes customers feel valued at every touchpoint.

Over the past few years, I’ve been heavily focused on delivering value through exceptional customer experiences. And I can say, based on data, that it works.

I firmly believe that this is the key to long-term success, and I see this trend becoming increasingly crucial in the coming years”.

CIMBALI

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