McDonald’s is introducing a redesigned McCafé logo and new packaging as the coffee and espresso beverage platform turns 10 years old this month.
The design tweaks include scrapping the former brown-and-white-centric look with “golden cups that match our gold standard for quality coffee,” the Chicago-based chain announced Monday morning.
The brand’s new tagline: “Good is Brewing.”
The redesign, which applies to everything from cups to pastry bags, comes as the brand has made efforts to enhance its breakfast and McCafé offerings.
McDonald’s has dominated its QSR rivals at breakfast since the debut of the now-iconic Egg McMuffin in 1971.
But late last year, the chain said it was losing share at breakfast. Soon after, the company added the Triple Breakfast Stacks, a trio of double meat and double cheese breakfast sandwiches. It was the first new breakfast sandwich added to the menu since 2013. Earlier this year, the brand added McCafé Donut Sticks to the menu.
In 2017, McDonald’s added a cappuccino, Americano and iced caramel macchiato drinks to the McCafe menu. Restaurants were also outfitted with higher quality espresso machines. Before that upgrade, the McCafé menu had been largely unchanged since debuting in 2009.
Last year, McCafe added two limited-time cold-brew frozen drinks.
“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,” Linda VanGosen, McDonald’s vice president of menu innovation, said in a statement. “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, McDonald’s restaurants in the U.S. served roughly 822 million cups of hot coffee. The chain has about 14,000 restaurants in the U.S.
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