McCafé U.S. is refreshing its brand look and feel to celebrate 10. The new brand identity includes an updated logo, new golden cups that matches its gold standard for quality coffee and a new brand tagline: “Good is Brewing.”
Starting this August, guests will notice a new look on McCafé cups, pastry bags and additional packaging at McDonald’s restaurants around the country. The chain’s newly designed McCafé hot beverage cups will continue to be Forest Stewardship Council-Certified.
“Over the years, we’ve been focused on elevating the McCafé experience—from adding more choices, evolving the in-restaurant experience and broadening accessibility to this important brand,” says McDonald’s Vice President of Menu Innovation, Linda VanGosen. “This latest update is a natural evolution of the steps we’ve taken to modernize the brand experience and deliver growth. We remain excited about coffee, and will continue to prioritize making McCafé a go-to coffee destination for customers.”
In 2018 alone, McDonald’s USA served roughly 822 million cups of hot Premium Roast McCafé —which is equal to almost 1,600 cups of hot Premium Roast McCafé Coffee per minute.
Since McCafé launched in the U.S. in 2009, it has grown into a significant segment of the McDonald’s business and remains part of its strategy to continue improving breakfast performance. Specific investments have been made as part of the company’s commitment to coffee, including improvements in quality and sustainability, as well as increased convenience offerings such as Mobile Order & Pay.
McDonald’s also expanded menu options with café-quality espresso drinks and bakery items such as Donut Sticks, along with offering value through the McCafé Rewards Program on the U.S. McDonald’s App.