For too long now coffee lovers in Denmark have been paying over the odds for a decent cup of coffee, according to McDonald's using research from Epinion.

For while Danes have become accustomed to paying high sums for even a simple flat black, the study by Epinion found more than six out of ten Danes actually believe that take-away coffee is too expensive. They pay because of  'kaffesnobberiet' - roughly translated as coffee snobbery.

According to McDonald's Danish sales and marketing director, Mads Friis, the high prices simply reflect the image coffee has in Denmark as a status symbol, rather than actual cost price, and is completely unnecessary.

He said: "Overall, we believe that Danes pay far too much for their coffee. When we look at the market for take-away coffee in Denmark the pricing is out of proportion. The Danes have gradually become accustomed to the high prices, but we believe that it's time to rebel against the overly expensive coffee and question what is actually a fair price for a cup of coffee.”

The study, conducted by Epinion on behalf of McDonald's Denmark found:

  • 65% of Danish coffee drinkers think the price of take-away coffee in Denmark is too high.
  • 57% think a reasonable price for a cup of plain black coffee should cost 10 kr ($1.5)
  • 65% think it is fair to pay 20 kr ($3) or below for a cafe latte.
  • Only 9% believe it's reasonable to pay more than 25 kr ($3.8) for a cafe latte.

The survey also showed that three factors apply when the Danes buy take-away coffee; taste, price and convenience.

McDonalds’s have used the research to launch a new initiative where they will be handing out free coffee in Denmark.

Mads Friis said: “There are still 70% of coffee drinkers who have not tried our coffee yet. Therefore, we now offer free coffee in the morning throughout September to try and make even more Danes aware that good coffee does not have to cost a fortune. "

The Study

The survey was conducted for McDonald's Denmark via Epinion’s Denmark Panel. There were collected 989 interviews in the period 24 July to 29 July 2015. The analysis is conducted among Danes aged 18-75 years and sent representative of the Danish population in relation to gender, age, education and region and subsequently weighted.

- By Jesper Wilhelmsen

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