McDonald’s Revamps Its $4 Billion McCafe Brand
- Burger chain will reintroduce concept with deals, marketing
- Fast-food companies have struggled to build coffee reputation
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McDonald’s Corp., losing ground in its battle for the nation’s coffee drinkers, is planning to shake up its McCafe brand -- part of a bid to challenge Starbucks Corp. and Dunkin’ Donuts.
The company will reintroduce the McCafe concept next year, about eight years after it debuted nationwide. The push follows efforts to upgrade its java and get more of its beans from sustainable sources, mimicking a move by its Seattle-based rival.