With over 650 McDonald’s restaurants in Australia, the Golden Arches are indeed the largest coffee chain in the country, but apparently not “the most loved.” According to a report out of The Australian at the beginning of this month, today should mark the chain’s muti-million dollar advertising campaign built to apologize for its coffee. The campaign is meant to encourage customers to speak up if the McCafe coffee continues to fail to meet their expectations.

The promoted apology is definitely an interesting bit, hoping to ride the wave of transparency our current generation seems to be obsessed with. Domino’s did it last year, and continues to do so, and now McDonald’s Australia is on board, hoping to catch the heart’s of citizens who may appreciate the honesty and openness to suggestions.

Helen Nash, the company’s chief operating officer, told The Australian that “Australians have a very sophisticated palate and we not delivering a strong cup of coffee.“

Can this new campaign turn things around?

Elie AyrouthTwitterFacebook

Elie is a product of Orange County, CA. In early 2012, his dentist diagnosed him with 8 different cavities, three of which on the same tooth, as a result of his 23-year Sour Patch Kid addiction.