Chicago, Ill., U.S. — McCafé U.S. is refreshing its brand look and feel to celebrate ten years of brewing quality coffee. The new brand identity includes an updated logo, new golden cups that match our gold standard for quality coffee and a new brand tagline: “Good is Brewing.”
Starting this August, you’ll notice our new look on McCafé cups, pastry bags and additional packaging at McDonald’s restaurants around the country. Our newly designed McCafé hot beverage cups will continue to be Forest Stewardship Council®-Certified.
In addition to our new look, the new brand identity embraces optimism, and champions the feel-good moments brought on by the first sip of our coffee. Good is always brewing with McCafé because good people deserve good coffee. This focus on goodness will extend to upcoming consumer activations and be reflected in advertising and digital channels.
“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,” said 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 Coffee – which is equal to almost 1,600 cups e 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 their strategy to continue improving breakfast performance. Specific investments have been made as part of their commitment to coffee, including improvements in quality and sustainability, as well as increased convenience offerings such as Mobile Order & Pay. They have also expanded menu options with 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.