The McDonald’s owned café chain says the partnership reflects growing consumer demand for dairy alternatives across Europe
McCafé is Austria’s largest coffee chain with a 23% total market share | Photo credit: McDonald's Austria
McDonald’s has agreed a partnership with Oatly to begin serving Oatly Barista Edition oatmilk at 203 McCafé outlets across Austria.
McDonald's Austria’s Marketing Director Tanja Wallner said the move will enable McCafé to cater to increasing consumer demand for oat-based dairy alternatives across the country.
World Coffee Portal research shows 30% of industry leaders surveyed across Europe consider dairy-free to be the health-based trend with the most longevity, behind organic and no added sugar.
McCafé is Austria’s largest coffee chain with a 23% total market share, ahead of Germany’ Tchibo Kaffee Bar and domestic bakery chain Ankerbrot, which have 130 and 101 outlets respectively.
The total Austrian branded coffee shop market comprises 868 outlets and is forecast to exceed 980 stores by 2028, according to Project Café Europe 2023.
“We’re excited to partner with McDonald’s Austria and commend their commitment to providing their guests with great-tasting drink options that are better for the planet. For Oatly, our partnership with McDonald’s Austria allows us to introduce our best-selling product to a wider audience,” said Roland Griesebner, Country Manager Austria, Oatly.
In March 2023, Oatly said it had a ‘clear line of sight to reaching profitability’ following steady 2022 sales and a transition to a more ‘asset-light’ supply chain.
The Swedish oatmilk manufacturer achieved 12% sales growth to reach $722m for the 12 months ended 31 December 2022.
The McCafé Austria agreement builds upon an existing relationship between Oatly and US fast-food chain McDonald’s, with Oatly Barista Edition currently available across McCafé stores in China.