McDonald’s is mounting a fresh attack on Starbucks and other major coffee chains with a revamp of its McCafe coffee line, beverage equipment and in-store design.
The expanded offerings include the introduction of new café-quality espresso beverages to the McCafé lineup – made with freshly-ground espresso and US-sourced whole or nonfat milk – in addition to recrafted lattes and mochas.
The move has seen McDonald’s invest in new coffee machines, which allow for the new espresso-based beverages to be handcrafted with a consistent, flavourful taste.
The new equipment has been rolled out to nearly all of McDonald’s 14,000 restaurants in the US, with new training for crew members to ensure they can deliver “café-quality” coffee to customers.
There is no word yet on whether the roll-out will be extended to other countries.
In early 2018, McCafé will also expand its retail presence by partnering with The Coca-Cola Company to introduce a line of ready-to-drink McCafé Frappé beverages in three flavors: Caramel, Vanilla, and Mocha.
The bottled drinks will join the successful line of whole bean, ground and single-serve coffee currently available nationally in retail stores.
“This is just the start of our McCafé commitment,” declared Chris Kempczinski, president of McDonald’s USA. “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. This is a central part of our growth strategy and we can’t wait to share what’s next.”
In addition, the refreshed look and feel will include a new brand logo and packaging that will evolve with the seasons.
McDonald’s will also begin transitioning to an updated and expanded McCafé presence in-restaurant with a sleek, modern look in 2018 as part of its evolving ‘Experience of the Future’.
The world’s first McCafé opened in Melbourne, Victoria, Australia in 1993. McCafé coffees including lattes, cappuccinos and mochas were added to the U.S. national menu in 2009, and quickly expanded to include blended ice frappés and smoothies, triple-thick shakes as well as limited-time seasonal offerings.