McDonald's named its coffeehouse-style restaurant concept McCafé, first launched in Melbourne in 1993.
The concept was created to give McDonald's a stronger café identity and to compete more directly in the growing espresso-coffee market. The first McCafé operated in a Melbourne McDonald's in Australia, where the format proved successful before expanding to other countries.
McCafé branding typically used café-style counters, espresso equipment, specialty drinks, and a more relaxed visual atmosphere than a standard McDonald's service area. Menus and store designs have varied internationally, but the name remained consistent across markets.
McCafé is sometimes treated as merely a coffee menu, yet it began as a distinct branded concept. Its launch shows how McDonald's extended its identity beyond burgers and fries into a specialized beverage experience.