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McDonald's aims at establishing leadership position through McCafes

The introduction of Real Fruit Smoothies is part of the evolution of the McCafé brand, which has been a strong contributor to the company’s position as one of the leading quick service restaurants in India.

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McDonald's aims at establishing leadership position through McCafes

Westlife Development Limited, owner of the Master Franchisee of McDonald’s restaurants in West & South India, is taking the next step in its beverage growth strategy with the launch of McCafé Real Fruit Smoothies in India.

The company’s goal is to establish a leadership position in a fast growing non-carbonated beverage category, which is estimated to cross over Rs 1,000 crore by 2015 end, according to estimates.

“From Real Fruit Smoothies, to authentic espresso-based beverages, Indians are truly embracing our McCafé brand which is 18 months old and telling us they’re lovin’ it. Our continued focus is on building strong beverage credentials and on gaining a greater share of the very sizeable non-carbonated beverage market in India,” said said Smita Jatia, Managing Director, Hardcastle Restaurants.

The introduction of Real Fruit Smoothies is part of the evolution of the McCafé brand, which has been a strong contributor to the company’s position as one of the leading quick service restaurants in India.

With the introduction of Real Fruit Smoothies – made with real fruit purée, milkand blended ice – McCaféis bringing delicious and mouth-watering smoothies to the patrons with the quality, convenience and value only McDonald’s can provide.

The launch announced just in time to welcome the summer, comes in three delectable fruity flavours: Mixed Berry, Passion Fruit and Mango to beat the heat.

McCafé Real Fruit Smoothies complements our existing range of hot and cold beverages such as iced latte, frappés,andteas and provides an additionalchoice for customers looking for nourishing drinks. Smoothies, the first fruit based option from McCafé, will also be available as part of Happy Meals and Value Meals.

Currently, Real Fruit Smoothies will be available at all McCafé outlets in West India across Mumbai and Pune and the company’s remaining restaurants will carry them in a phased manner by the end of 2015.

“We’re aggressively expanding our premium beverage portfolio, while keeping an eye on our core business - still a critical part of our enduring success. We have rolled out 37 McCafés across 6 cities in West and South India since its launch in October 2013 and plan to add 75-150 more in the next 3-5 years,” added Jatia.

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