Saturday, May 02, 2009
McDonald's: A conduit to world peace?
And I’m as guilty as anyone in allowing myself to stoop to such frivolity at McDonald’s expense.
So along comes McCafé—with the appropriate accent mark over the lower case “e.” I was ready to hoot and holler with everyone else when I heard of this. As I recall, this has been a purposeful attempt by McDonald’s to take away some of the fussy coffee drinkers from another mega-corporation known as Starbuck’s.
Lucky for my hometown of Powell, Wyoming, McDonald’s decided to install a version of McCafé in our very own McD’s franchise, even though the closest Starbuck’s is 90-miles away in Billings! They didn’t have to do that, did they?
So, the other day I invited a coffee-drinking friend of mine to join me for a test-drive at our local McCafé—he’s a bit of a coffee snob too. Not surprising, it was easy for us to serve up wisecracks as if they were hamburgers—ordering European coffee drinks made with gourmet coffee at something as American as McDonald’s. How preposterous!
I’d like to think if McDonald’s can do justice to coffee, it’s time for all the other coffee-serving establishments to pony-up as well.
Nevertheless, as we sat there with gourmet coffee in hand, I experienced an epiphany of sorts—caffeine induced no doubt. What if there’s more to this than something as simple as McDonald’s raising the bar on coffee standards in America? Whether intentional or unintentional, is it possible that MacDonald’s McCafés are instilling a greater awareness of cultural diversity with these little, gourmet coffee stand installments—more than Starbuck’s could ever imagine? And stretching this meditation even further, might McCafés be responsible for deconstructing classism, encouraging tolerance while moving us all closer to world peace?
I know the above will take some explaining so, here’s where I’m coming from—along with an abundance of generalizations.
Despite its huge success over the past 15 years or so, Starbuck’s answered the call of those Americans who desired better coffee due to their keen awareness of coffee quality as a result of their worldly travels, culturally sensitive education or both. I would venture to say that Starbuck’s clientele could be distilled down to a profile that is upper middle class, college educated, white-collar workers living comfortably. McDonald’s clientele on the other hand are lower-middle class, not as much college (if any), blue-collar workers and just getting by for the most part. Therefore, it’s probably safe to say that by in large, people who patronize Starbuck’s do not patronize McDonald’s and vice-versa.
What happens when people come to appreciate something as alien as gourmet coffee and espresso? Don’t they become curious about it—what’s it all about, what is the history, how is it made, who else uses it and where else is it served? All this leading to my theory that McCafés transform the huddled masses of America (that never gave Starbuck’s the time of day) into a people who are more tuned in and sensitive to the world beyond its shining seas.
I know, it’s a stretch, but just think about it when your sipping your next cup. Besides, where else can you get a mocha in Powell at 9:30 p.m.?