HARDCASTLE RESTAURANTS PVT LTD.
McCafé retail strategy, concept and design.
Services
CAFÉ AUDIT
RETAIL STRATEGY + CONCEPT
COMMUNICATIONS
WALL MURAL
VISUAL MERCHANDISING
GUIDELINES
Client
HARDCASTLE RESTAURANTS PVT LTD.
Collaboration
INTERIOR ARCHITECTS: WALTER & STUDIO
MURAL ARTIST: MAMTA SINGH
Location
MUMBAI INTERNATIONAL AIRPORT
Challenge
Our long-time client, McCafé, reached out with a simple problem statement: "Not Enough Guests at the café." The existing setup resembled the delivery service counter more than a café, lacking the distinct identity needed to attract customers. With low foot traffic, poor menu visibility, and limited appeal as a café, our task was to reimagine the space and create an inviting, engaging experience that would drive traffic and establish McCafé as a self-sustaining destination. Our pilot store took shape outside the departure zone of Terminal 2 at Mumbai International Airport.
Approach
To transform McCafé from a passive counter into a vibrant shop-in-shop entity, we began by analysing the brand’s current challenges. This involved auditing existing McCafé outlets, studying consumer behaviour, and leveraging insights into India's emerging café culture. The key insight we identified for repositioning McCafé was to spruce it as a dynamic destination with a distinct personality of its own.
Our research revealed that Indian coffee consumers exhibit a wide range of preferences—from the expert, who enjoys a double-shot cappuccino, to the explorer, who seeks creative additions like caramel and marshmallows, to the novice, who loves a simple cold coffee. Here, the takeaway was that not just coffee, but coffee innovation, connection, and conversation are essential. For the modern consumer, coffee is not just a beverage; it’s an experience to be savoured, celebrated, and shared amidst the chaos of life.
Armed with these insights, we crafted a unifying narrative to anchor McCafé’s transformation: “But First, Coffee.” This concept reframed coffee as a moment of recharge, reset, and rejoice—because before conquering the world, everyone needs a coffee, please!
Visually, this transformation manifested in several ways. Handwritten typography became a signature element, although appearing sparingly as display type. It created a welcoming and personalised ambiance for customers. It was complemented by a clean sans-serif brand font used for factual information. The result was a coffee-next-door experience designed to resonate both emotionally and functionally, fostering a sense of community among consumers.
McCafé’s colour palette—yellow, brown, tan, and black—was seamlessly integrated into the space, reinforcing the brand’s identity and establishing the familiar McCafé presence that customers recognise and love.
The result was a coffee-next-door experience designed to resonate both emotionally and functionally, fostering a sense of community among consumers.
The visual merchandising was designed as an engaging unit, showcasing tangible products and clear communications. This small yet captivating display, placed right at the main counter, came to life with modular elements, ensuring that various McCafé store formats and spaces were thoughtfully considered. The goal was to ensure every aspect of the design was presented in its full glory.
A signature feature of the space was the large café wall, created in collaboration with talented muralist and illustrator Mamta Singh. The wall brought McCafé and the Mumbai story to life through layered, composite artwork. One section depicted the journey of McCafé’s coffee and beverage offerings—from freshly brewed coffee to indulgent treats. A larger, more prominent section showcased McDonald’s signature products alongside Mumbai city landmarks. Located right at the departure terminal, this artwork beautifully relayed the McD x Mumbai narrative.
The mural also incorporated an augmented reality (AR) experience, allowing viewers to interact with it. When activated through a mobile device, the AR feature brought the story to life, unfolding against each product. This immersive experience enabled consumers to engage with and become part of McCafé’s narrative.
Overall, McCafé was reimagined as a vibrant, approachable, and adaptable café that resonated with the diverse coffee personas of India. There was a deliberate effort to stay true to McCafé’s global brand guidelines while also accentuating its unique identity, in this new context.
“But First, Coffee” became more than just a tagline—it evolved into a lifestyle and a space that connected and energized everyone who walked through the door.
