McDonald’s USA has revamped its McCafe brand, introducing new imagery and new beverages.
Originally launched in Australia in 1993, the coffee concept has been rolled out in an increasing number of markets internationally in recent years but had traditionally underperformed in McDonald’s home country.
Now, president Chris Kempczinski believes he can change that.
“This is just the start of our McCafe commitment. We understand how important the coffee culture is for consumers and we are committed to meeting that demand at the taste, convenience and value only McDonald’s can offer,” he said, announcing the relaunch.
“This is a central part of our growth strategy and we can’t wait to share what’s next.”
McDonald’s UAS will now offer cafe-quality espresso beverages and an expanded retail offer in its McCafe stores across the country.
An expanded menu now includes Caramel Macchiato, hot or iced; Cappuccino, with French Vanilla, caramel or hazelnut flavours, and fresh-brewed Americano. For a limited time, all small-sized beverages will be offered at US$2 a cup.
Early next year, McCafe will expand its retail presence by partnering with The Coca-Cola Company to introduce a line of bottled, ready-to-drink McCafe Frappe beverages in three flavors: Caramel, Vanilla, and Mocha.
In addition to the menu additions, the refreshed McCafe look will include a new brand logo and packaging McDonald’s says will evolve with the seasons. McDonald’s will also begin transitioning to an updated and expanded McCafe presence in-restaurant with a sleek, modern look in 2018 as part of its evolving ‘Experience of the Future’.
“Our new McCafe beverages start with 100 per cent Arabica beans that are freshly ground and skillfully made on demand,” said Chef Dan Coudreaut, VP culinary innovation, with McDonald’s USA.
As part of the upgrade, McDonald’s has introduced new coffee makers, “allowing for the new espresso-based beverages to be handcrafted with a consistent, flavourful taste” in nearly all of McDonald’s USA’s 14,000 restaurants.