Introduction:Recently, McDonald’s launched a creative photo spot at Exit A of Chaoyangmen Station on Beijing Metro Line 6, promoting its 15-yuan freshly ground coffee breakfast combo. This uniquely designed “early commuter” installation not only sparked discussions among commuters but also attracted consumers with nearly 50% off. This article details the design elements of the installation, online reactions, the actual contents of the breakfast combo, and the national rollout strategy.
Recently, McDonald’s set up an extremely creative “early commuter” photo spot at Exit A of Chaoyangmen Station on Beijing Metro Line 6, becoming a focal point for commuters. The installation features a pair of giant hands emerging from a keyboard, holding a burger and a latte respectively. With its unique design and strong visual impact, it quickly sparked discussions on social media. The campaign promotes McDonald’s “15-yuan freshly ground coffee breakfast combo,” with the event located on the B1 level of China Central Place.
Since its official announcement on February 21, this 15-yuan breakfast combo has attracted a large number of consumers with its high cost-performance ratio, especially with pop-up photo spots launched in Shanghai, Shenzhen, and Beijing, further boosting the campaign’s visibility. The combo allows consumers to enjoy a freshly ground coffee and a McMuffin at nearly half price, offering two types of freshly ground coffee and three types of McMuffins to choose from.
According to on-site photos, the design of this photo spot is full of details. The floor is paved with elements mimicking a Mac laptop keyboard, while a pair of giant white-shirted hands emerge upward from the keyboard—one holding a burger, the other a cup of latte, both exceeding adult size. The background wall uses McDonald’s signature yellow tone and features promotional slogans such as “Freshly Ground Coffee Breakfast Enters the 15-Yuan Era,” emphasizing the combination of freshly ground coffee and hot breakfast items.
This creative photo installation has made many office workers pause during their commute. Many netizens said that although the design style is abstract, it unexpectedly lifts their spirits. One netizen joked, “The coffee hasn’t even entered my mouth, but I’m already wide awake.” However, some netizens expressed surprise at the design style, calling it “too much office vibe,” with one even humorously referring to it as “what a gloomy early commuter photo spot.”
McDonald’s Coffee’s 15-yuan breakfast combo is not only attractive in price but also offers diverse product combinations. Consumers can freely mix and match between two types of freshly ground coffee and three types of McMuffins to suit different taste preferences. This combo is available not only for long-term in-store sales but also can be ordered via the McDonald’s delivery platform, with delivery fee discounts during breakfast hours, making it convenient for office workers to enjoy a delicious breakfast even on busy mornings.
To promote this breakfast campaign, McDonald’s Coffee has set up pop-up photo spots in multiple first-tier cities across the country, including Jing’an District in Shanghai, Futian District in Shenzhen, and China Central Place in Beijing. These spots are mostly outdoors and equipped with coffee trucks offering nearby prizes and meals. The installations are designed as “giant yellow coffee cups” with McMuffins on top, attracting passersby to stop and take photos.
The “human hand”-shaped photo spot at Beijing’s Chaoyangmen Metro Station is the only such installation inside a metro station nationwide and is a recreation of the official poster character image, making it Beijing’s first of its kind. This installation not only showcases McDonald’s creativity in marketing but has also successfully drawn significant consumer attention, enhancing brand exposure and interactivity.
The above content is compiled by CoffeeHunters, a coffee news website.
