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McCafé Launches New Brand Look and Feel

August 12, 2019
McCafé Refresh Newsroom Post Hero Asset


New brand identity debuts in August and is the next step as McCafé celebrates a decade of brewing goodness for customers in the U.S.

Chicago, Ill. (August 12, 2019) - Today, McCafé U.S. is refreshing our brand look and feel to celebrate ten years of brewing delicious-tasting 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.

McCafé Refresh Secondary Asset

In addition to our new look, the new McCafé 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.

Don’t want anything to change about the McCafé you love? While there’s a new look and feel for McCafé, you’ll still get the smooth, delicious taste of McCafé coffee made with 100% Arabica beans for a consistent cup of goodness every time.

“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 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 our strategy to continue improving breakfast performance. Specific investments have been made as part of our commitment to coffee, including improvements in quality and sustainability, as well as increased convenience offerings such as Mobile Order & Pay. We’ve also expanded menu options with café-quality espresso drinks and delicious bakery items such as Donut Sticks, along with offering incredible value through the McCafé Rewards Program on the U.S. McDonald’s App. These efforts have allowed McCafé to serve up the goodness our customers deserve, giving them consistent cups of quality coffee over the past decade, and for many more years to come.

We can’t wait to show you what’s next.