Danielle Paris has played an integral role in this coup. In
2003, she was given the responsibility of developing high-quality
coffee for the chain. Back then, it was an almost unthinkable task.
Premium roast coffee, however, rolled out in 2006, and coffee sales
grew 20%. The coffee success boosted McDonald's overall breakfast
business along with the chain's credibility in the area -- many
would say opening the door to the success of McCaf? espresso-based
drinks three years later. Total coffee sales have continued to grow
-- 30% in 2008, and another 25% in 2009.
"It was so refreshing and exciting to work with her as she
learned about every aspect of coffee," said Deborah McDaniels,
senior director-menu management, McDonald's USA. "She is graciously
inquisitive and is passionately driven to find answers to every
aspect of the projects she works on."
To get the right coffee, Ms. Paris said she traveled to the
major coffee-producing countries to meet suppliers and develop a
blend that would be right for McDonald's customers throughout the
U.S. (The Boston and Albany, N.Y. markets, for instance, use a
Green Mountain blend.)
Moving forward, Ms. Paris said the biggest challenge "is just
continuing to build on positioning McDonald's as a beverage
destination," which means "providing exciting new products that
have great taste, [and in line with] what consumers are looking
for." To discern what that is, she said, "we spend a lot of time
talking to consumers, and we are nimble enough to be able to adjust
to what their needs are."
Ms. Paris joined McDonald's in 2002 after a 10-year career in
the restaurant industry as a member of the global menu management
team. She helped implement McDonald's menu management process in
Europe, Latin America and the Asia Pacific Middle East and Africa
segment.
