For longer than we know, McDonald’s has been trying to shed their greasy, low-grade image by setting their sights on a more sophisticated audience. With the launch of their “I’m Lovin’ It” campaign in the early 2000’s, they aired a number of TV ads displaying business lunch meetings at McDonald’s and young, beautiful, happy and healthy people enjoying their Mcwraps, Tuscan Salads and Angus Burgers. Although successful in generating short-term sales, it was arguably unsuccessful in combating ingrained associations we make with their company image… Enter the McCafé.
In an ongoing attempt to win the hearts and minds of sophisticated consumers around the world, McDonald’s is making a run at the boutique coffee trend with a sub brand called The McCafé, coming to a city near you.
Free of the iconic McDonald’s golden arches, the McCafé brand is modern, simple, and— like its interior design—somewhat sophisticated. Imagine Starbucks, but at McDonald’s. Come in, get comfy in the leather lounge chairs, sip on lattes and relax at the bistro-inspired mahogany tables while you nibble on muffins, or of course, some classic burgers and fries. Bring your laptop, hook up with the free WiFi and stay awhile.
The McCafé concept originated in McDonald’s Australia in 1993, but did not make its way over to Canada until the 21st century. For us Island folk, the McCafé concept is quite new to our world, with our first café recently opening outside Victoria near Sidney off the Pat Bay Highway.
Does McDonald’s attempt at evolving the brand change the way you think about them? In your opinion, does the new logo camouflage McDonald’s old brand, or does the greasy stench still linger? Do you welcome it to Victoria, or does it not belong among our local, independent offerings?