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This month, McDonald\u2019s put crafted drinks on its menu. The drinks include flavors like Mango Pineapple Refresher and Dirty Dr Pepper, and are described as high-quality \u201chand-crafted\u201d beverages.<\/p>\n\n\n\n
This will all be familiar to people who remember the yuppie era.<\/p>\n\n\n\n
Beginning in the 1980s, young educated workers had more spending power and more curiosity about the wider world. Companies responded with upscale products. Microbreweries and Thai restaurants sprang up everywhere. Sushi got big in the U.S. and so did Asahi Super Dry.<\/p>\n\n\n\n
These new products sold an image of sophistication and worldliness to Americans. They cost more than the items on the basic menu, but were still within reach for young upwardly mobile professionals.<\/p>\n\n\n\n
Artisanal products like McDonald\u2019s crafted drinks follow the yuppie era\u2019s interest with status, but their target consumers are millennials and Gen Zers. They want the finer things in life and are willing to pay a bit more for them.<\/p>\n\n\n\n
This shows up most clearly on food and drink menus. As well as crafted drinks and craft beer, you can buy gourmet sandwiches and artisanal pizzas. For dessert, have a gelato with your espresso, just like they do in Rome.<\/p>\n\n\n\n
It\u2019s not just about status. Many people also want to do good in the world, and they want to express that through their spending. Fair Trade chocolate and coffee fill that gap.<\/p>\n\n\n\n
Critics have a word for these everyday luxuries: \u201ccraftwashing.\u201d Is that Starbucks coffee really premium or is it \u201cpremium mediocrity\u201d? Maybe it\u2019s best not to think too much about it.<\/p>\n<\/div><\/div>\n\n\n\n
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