McCafé Rebrand Strategy
Repositioning McCafé as a café, not a drive-thru.
Timeline
3 months
Client
McCafe
Industry
Coffeehouse & fast-food industry
Services
Market Research, Brand Positioning Strategy, ATL Advertising
Challenges
Being part of McDonald’s was both McCafé’s biggest strength and its biggest barrier.To compete as a café, McCafé first had to escape its fast-food image.
Fast-food perception: As a McDonald’s brand extension, McCafé was seen as low-quality, quick-service coffee.
Crowded coffee market: Major chains and local independent cafés already owned the high-quality café experience.
Shifting consumer behaviour: After the pandemic, Australians increasingly valued ambience and dine-in experiences.
Reaching a new audience: Young, career-focused SINKs and DINKs weren’t seeing McCafé as a café destination.
Solutions
From research to real-world moments, every touchpoint was built to change how people saw McCafé.
Primary & Secondary Research
Surveyed customers on coffee quality and dine-in experience across McCafé and its competitors.
Collected open-text insights on what makes a favourite café experience.
Backed findings with academic journals, statistical reports, and industry news.
ATL Advertising
TV commercials showcasing McCafé’s new furnishings, skilled baristas, and premium hospitality.
OOH placements putting McCafé’s elevated café experience in front of commuters and young SINKS/DINKS
Built on the salience and authenticity that made McCafé’s past campaigns successful.
Event Activation
A pop-up café bringing McCafé’s quality and service into high-traffic public spaces. (Eg. Sydney Opera House)
Let customers see and taste the difference firsthand, challenging fast-food perceptions.
Designed to spark word-of-mouth and shareable moments online.
Brand Partnerships
Partnered with lifestyle and café-culture influencers to showcase McCafé’s new dine-in experience.
Targeted young SINKs and DINKs through creators they already trust.
Turned influencer visits into authentic content that challenged fast-food perceptions.
Insights & Survey Data
Brand Perception survey
Image 1 - Perceived coffee quality by brand
Image 2 - Perceived dine-in experience by brand
Customer Voice Survey
Image 3 - Favourite café experiences (Part 1)
Image 4 - Favourite café experiences (Part 2)
McCafé Rebrand Strategy
Repositioning McCafé as a café, not a drive-thru.
Repositioning McCafé as a café, not a drive-thru.
Timeline
3 months
Client
McCafe
Industry
Coffeehouse & fast-food industry
Services
Market Research, Brand Positioning Strategy, ATL Advertising
Challenges
Being part of McDonald’s was both McCafé’s biggest strength and its biggest barrier.To compete as a café, McCafé first had to escape its fast-food image.
Fast-food perception: As a McDonald’s brand extension, McCafé was seen as low-quality, quick-service coffee.
Crowded coffee market: Major chains and local independent cafés already owned the high-quality café experience.
Shifting consumer behaviour: After the pandemic, Australians increasingly valued ambience and dine-in experiences.
Reaching a new audience: Young, career-focused SINKs and DINKs weren’t seeing McCafé as a café destination.
Solutions
From research to real-world moments, every touchpoint was built to change how people saw McCafé.
Primary & Secondary Research
Surveyed customers on coffee quality and dine-in experience across McCafé and its competitors.
Collected open-text insights on what makes a favourite café experience.
Backed findings with academic journals, statistical reports, and industry news.
ATL Advertising
TV commercials showcasing McCafé’s new furnishings, skilled baristas, and premium hospitality.
OOH placements putting McCafé’s elevated café experience in front of commuters and young SINKS/DINKS
Built on the salience and authenticity that made McCafé’s past campaigns successful.
Event Activation
A pop-up café bringing McCafé’s quality and service into high-traffic public spaces. (Eg. Sydney Opera House)
Let customers see and taste the difference firsthand, challenging fast-food perceptions.
Designed to spark word-of-mouth and shareable moments online.
Brand Partnerships
Partnered with lifestyle and café-culture influencers to showcase McCafé’s new dine-in experience.
Targeted young SINKs and DINKs through creators they already trust.
Turned influencer visits into authentic content that challenged fast-food perceptions.
Insights & Surveys
Brand Perception Survey
Image 1 - Perceived coffee quality by brand
Image 2 - Perceived dine-in experience by brand
Customer Voice Survey
Image 3 - Favourite café experiences (Part 1)
Image 4 - Favourite café experiences (Part 2)
Let's Create your vision into reality