The fast-food behemoth has developed a separate visual identity for the McCafe, which it is trialling at existing outlets in Victoria and Solihull and as a stand-alone outlet in Meadowhall, Sheffield. It is the first time a McDonald's food outlet in the UK has operated without the Golden Arches in evidence.
McCafe offers a product mix covering sandwiches, pastries, speciality cakes, smoothies and coffee. It is likely that further sites will be added to the portfolio later this year.
The format is part of a revival plan aimed at helping the chain through the worst period in its history. Concerns about healthy eating have prompted McDonald's to add fruit to its menu for the first time and provide more detailed nutritional information. It has also revamped restaurants and closed underperforming sites.
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