McDonald’s has evolved over the years right along with its customers. As people have become more health conscious so has McDonalds. The next natural step in that evolution is to go more upscale, as people have developed a taste for affordable fashion and gourmet food, with McCafe.

McCafe is a new place that sits within McDonalds that has specialty coffee drinks, like espresso and café Late, that McDonald’s hopes will be known for quality that rivals Starbucks at McDonald’s prices. Like the introduction of healthier food, this is not something people expect from McDonalds. To change what people expect inside McDonalds we created an event outside of it that completely turned McDonald’s image upside down.  We suggested to McDonald’s that McCafe become the official coffee of the Mercedes-Benz Fashion Week.  On the surface, the two images seem to have nothing to do with each other.  And that was exactly the point.  It clearly and boldly said to opinion makers and fashion elites, who determine styles like white is the new black, that McCafe is the new Starbucks. Upscale taste at low-scale prices fit the times perfectly. McDonalds embraced our marketing strategy and so did the press. Said Fashion Week “if they can manage to pry the Starbucks out of Anna Wintour’s hand and replace it with a McCafe, this whole marketing concept might be more diabolically genius than we’ve imagined.”




It never gets old seeing real people partaking in an idea that started as a sketch on a napkin. McDonald’s napkin for sure! To see more

max jerome * art direction * branding * consulting * web design * maxyjster@gmail.com