MickiD's and the Third Wave

A lot of internet ink is being spilled about McDonald's plans to add full espresso drink service to all 14,000 US locations. The question that comes up for shop owners like myself is the quality of the coffee served and how their ubiquity will influence perception of what "coffee" is.

In an area like Western PA, where perception of coffee quality often goes no further than Eight o'Clock supermarket blends, this is a big issue. I've had many customers tell me that they didn't come into the store before because they considered coffee to be coffee. When they do come in, we have a chance to change their minds, and thankfully many folks have switched. However, for many that pass by everyday, the Sheetz gas station/espresso bar is more convenient and lower cost--quality doesn't even factor into the equation.

The question of quality, though, is slippery too. Many "third wave" coffee folks talk about how "its all about the coffee," but I think that is too nebulous. What does it mean to be "all about the coffee"? A lack of customer focus? No to-go drinks? Just standing bars with no food? It seems to me that a focus on coffee quality is part of a package deal, at least at the cafes and bars I've seen: customer focus and interaction, skillful preparation, great food, options for beverage enjoyment, options for different levels of coffee for those of different means while still keeping the taste level high and consistent. Thing is, though, McDs has many of those in spades. I wouldn't have one as a third place myself, but there are many folks who I'm sure do. What is better: to have a friendly place that will serve a consistent and non-pretentious product (even if the flavor quality is not top-notch) or a place that is committed to quality but is arrogant, too expensive, or down-right rude--all of which are common perceptions of coffee shops (which, of course, does not necessarily make them true, but we still have to battle them).

My hope for all of this is that more folks in this area will try the McCafe scene and then try us; I think we can win them over, even without egg McMuffins.