McDonald's-owned coffee shop chain McCafé celebrated its tenth anniversary with a change in corporate identity and logo.
From now on, the coffee shops of the network will use gold-colored cups - a hint of the high (“golden”) quality of coffee. The changes will also affect other packaging. As for the logo, they did not change it too much, but it became more readable and direct, it was decided to abandon the underlining. The new logo is said to look "more cheerful". And the slogan of the company has also changed, which now sounds like this: “Good is Brewing” (which can be roughly translated as “The brew is good”).
“Over the years, we have been focused on enhancing the experience with the McCafé brand, whether it is expanding the range or improving the service in the cafe. This latest update is a natural step that we have taken to modernize the brand and ensure its growth. We continue to admire coffee and will continue to prioritize making McCafé an attractive destination for coffee drinkers,” said Linda VanGosen, McDonald's vice president of menu innovation.
For now, the updated design and gold cups will only be available to US consumers. When these changes will affect residents of other countries, it has not yet been reported.
Since the launch of the McCafé chain in the US in 2009, it has become a significant segment McDonald's business and is part of the company's strategy to further improve the quality of breakfasts. In 2018 alone, McDonald's USA served approximately 822 million cups of McCafé Premium.