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Retirement Can Wait...Just Don't Take Away My Latte!

Recent study on behalf of McDonald’s® Canada finds


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TORONTO, ON (Nov. 7, 2011) – It’s no surprise that Canadians are coffee lovers, but what is surprising is what some are ready to give up to ensure they keep up their specialty coffee ritual. According to a recent study* conducted by Ipsos Reid on behalf of McDonald’s Canada, some Canadians are willing to go to great lengths and make lifestyle sacrifices to keep up a steady supply of their favourite specialty coffee beverage.

McDonald’s Canada’s study spills the beans on the habits of specialty coffee drinkers, revealing that 1.5 million adult Canadians would rather give up a year of retirement than their specialty coffee. About an equal number of Canadians (1.6M) are also willing to give up their annual vacation to get their jolt of java.

The survey results come as McDonald’s Canada launches its McCafé® brand nationally and rolls out premium and authentic made-to-order espresso coffees coast-to-coast including cappuccino, latte, Americano, espresso and mocha beverages.

“100 per cent fresh ground Arabica beans for every cup and real fresh steamed milk are reasons to go to great lengths for our McCafé espresso coffees, but with the convenience and value McDonald’s provides, Canadians can enjoy premium espresso coffee without having to compromise,” said Joel Yashinsky, Senior Vice President and Chief Marketing Officer at McDonald’s Canada. “Starting at $2.29, McCafé authentic espresso beverages bring luxury and affordability together so Canadians can enjoy their espresso coffee anytime, anywhere.”

The McDonald’s Canada study also reveals the following information:
·         Eighty-eight per cent of Canadian coffee drinkers consume specialty coffee beverages

·         If price wasn’t a consideration, 45 per cent of coffee drinkers would pick a specialty coffee beverage as their coffee drink of choice

·         Four in 10 Canadians (40%) consider specialty coffee a treat for themselves
As of today, Canadian java lovers can now enjoy McCafé espresso coffees in more than 870 McDonald’s restaurant locations coast-to-coast. Each McCafé premium espresso coffee begins with 100% Arabica beans, fresh ground in-restaurant for every cup and the choice of two per cent or skim milk. Beverages can be customized by adding extra espresso or flavour shots like caramel, vanilla or sugar-free vanilla syrup, as well as real whipped cream for those who like their beverage a little richer. McDonald’s Canada uses only 100% premium Arabica beans and sophisticated Swiss-made equipment to ensure consistent and great tasting coffee every time. More McCafé product information is available at the company’s newly redesigned website: www.mcdonalds.ca.

*These are some of the findings of an Ipsos Reid poll conducted on behalf of McDonald’s between October 17 and 24, 2011. For this survey, a national sample of 1,507 coffee drinking adults from Ipsos' Canadian online panel was interviewed online.

Weighting was then employed to balance demographics and political composition to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe.

A survey with an unweighted probability sample of this size and a 100 per cent response rate would have an estimated margin of error of ±2.6 percentage points 19 times out of 20 of what the results would have been had the entire population of coffee drinkers in Canada been polled.

All sample surveys and polls may be subject to other sources of error, including, but not limited to, coverage error and measurement error.

Tout autre questionnaire et sondage sont sujets à erreur, incluant, et non limité à des erreurs de couvertures et de mesures.

About McDonald’s Canada
McDonald’s is the leading foodservice company in the world. McDonald’s Restaurants of Canada Limited and its Canadian franchisees own and operate more than 1,400 restaurants and employ more than 80,000 Canadians coast to coast.  Approximately 75 per cent of McDonald’s Canadian restaurants are locally owned and operated by independent entrepreneurs.  For more information about McDonald’s Canada, visit the company’s website at www.mcdonalds.ca.

High resolution images and video are available upon request.


Media Relations Team at McDonald’s Canada
1-877-786-3342

@McD_Canada


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