McDonald’s has refreshed its McCafé branding in the United States to celebrate 10 years since the coffee product launched in in the country. McDonald’s says the new brand identity includes an updated logo, gold-coloured cups, and a new brand tagline: “Good is Brewing.” The redesigned McCafé hot beverage cups will continue to be Forest Stewardship Council-certified. McDonald’s says the new McCafé brand identity also “embraces optimism and champions the feel-good moments brought on by the first sip of our coffee”. “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,” says Linda VanGosen, Vice President of Menu Innovation at McDonald’s. “This latest update is a natural evolution of the steps we’ve taken to modernise the brand experience and deliver growth. We remain excited about coffee and will continue to prioritise making McCafé a go-to coffee destination for customers.” In 2018, McDonald’s US served roughly 822 million cups of hot Premium Roast McCafé Coffee, equal to almost 1600 cups per minute. Since McCafé launched in the US in 2009, it has grown into a significant segment of the McDonald’s business. The company says it remains part of its strategy to continue improving breakfast performance. McDonald’s says specific investments have been made as part of its commitment to coffee, including improvements in quality and sustainability, as well as increased convenience offerings such as mobile order and pay. In 2016, McDonald’s launched its McCafé Sustainability Improvement Platform (SIP), in partnership with Conservation International. McCafé SIP is a framework guiding the coffee supply chain in sustainable sourcing, as well as an investment in coffee growers and their communities over the long term. In late 2018, the company revealed it’s on track to sustainably source 100 per cent of its coffee worldwide by 2020. As of 29 November, McDonald’s sustainably sources 84 per cent of its McCafé coffee for US restaurants and 54 per cent of all McCafé coffee worldwide. Follow Global Coffee Report on LinkedIn, Facebook, and Twitter for up-to-date news and analysis of the global coffee industry.