McDonald’s Challenges Starbucks and Dunkin’ Donuts With Major McCafé Upgrades

McDonald’s is rebranding its McCafé concept to get on the same playing field as leading coffee companies Starbucks and Dunkin’ Donuts.

The rebrand will include selling sustainably sourced coffee beans, a move that Starbucks has already made, according to Bloomberg.

Consumers can expect special deals, seasonal beverages, and more of an emphasis on the McCafé rewards program during the rebrand campaign.

“We’re really excited about the McCafé brand and what it can do to complement our food offerings,” Kristy Cunningham, U.S. senior vice president of strategy and insights, said in an interview.

The cafés in the U.S. will also be upgraded with espresso machines valued at around $12,000 each, Eater reported. The higher-quality milk steaming technology will allow the company to make a wider variety of drinks that are more consistent in taste.

Although McDonald’s is improving the coffee quality, it doesn’t plan on sacrificing its affordable prices. The chain plans to start selling $1 drip coffee and $2 small specialty drinks during the first quarter of 2017, Bloomberg reported.