products could dent rival Starbucks as much as 5% in revenue and same-store sales

could lift the entire category

incorporates the accent mark from McCafé. When you "McCafé your day," a commute becomes a commuté

There's a wit and charm to the brand

faces a quality-perception hurdle with first-time buyers, so it's focused on "making the product the hero" in TV spots with what Ms. Peleo-Lazar calls "chocolate-cake shots."

campaigns reflect preferences based on consumer insights. African-Americans are more interested in sweeter beverages, while Hispanics tend to be coffee and espresso experts, so they need assurance on quality

The chain sees Twitter as "a key opportunity

more than $100 million fanned out across TV, print, radio, outdoor, internet, events, PR and sampling

McCafé is expected to add about $1 billion to McDonald's bottom line in the U.S. -- about $75,000 per restaurant