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In yet another push from McDonald’s to evolve the brand, the burger giant has announced that they’ll be heavily investing in its McCafe brand in 2017. This doesn’t come as too much as a surprise, considering the other changes they been implementing this year, like testing fresh beef, experimenting with sriracha burgers and trying out table service.

Improvements to McCafe include new $12,000 espresso machines and employee training. The machines are said to create a wider variety of beverages. To promote these changes next year, McDonald’s will offer $1 coffee and $2 specialty drinks for a limited time.

According to Nation’s Restaurant News, McDonald’s has been trying to compete with coffee companies like Starbucks and Dunkin Donuts for years, first opening chains of coffee stores in Australian and Chicago in the 1990s. The brand then began pushing the McCafe options in 2007.

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Nick Powills

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Nick Powills

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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.

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