McDonald’s is Set to Launch an Exclusive Pop-up Restaurant in Japan
Katherine Pendrill — July 16, 2015 — Marketing
References: kotaku & grubstreet
McDonald’s has announced plans to launch an exclusive pop-up restaurant in Tokyo, Japan. While the iconic fast food chain is known for its simple and affordable cuisine, the new pop-up shop will offer an upscale dining experience.
The exclusive pop-up restaurant is called 'Restaurant M' and it will only be open for one day on July 27th. The lucky guests who are chosen to attend the event will be treated to a five-course McDonald's meal, complete with white-tablecloth service. The first course will consist of a cold potato-leek soup, made from McDonald’s fries. This dish will be followed by burger-patty wedges with a variety of dipping sauces. The main entrée consists of a semi-deconstructed Fresh Mac burger. For dessert, guests will end their meal with an elevated version of the Oreo McFlurry.
The goal of the event is to stir conversation about the chain's new Fresh Mac sandwiches and demonstrate that McDonald’s cuisine has evolved over the years.
The exclusive pop-up restaurant is called 'Restaurant M' and it will only be open for one day on July 27th. The lucky guests who are chosen to attend the event will be treated to a five-course McDonald's meal, complete with white-tablecloth service. The first course will consist of a cold potato-leek soup, made from McDonald’s fries. This dish will be followed by burger-patty wedges with a variety of dipping sauces. The main entrée consists of a semi-deconstructed Fresh Mac burger. For dessert, guests will end their meal with an elevated version of the Oreo McFlurry.
The goal of the event is to stir conversation about the chain's new Fresh Mac sandwiches and demonstrate that McDonald’s cuisine has evolved over the years.
Trend Themes
1. Upscale Fast Food - There is an emerging trend of fast food chains offering upscale dining experiences to customers.
2. Exclusive Pop-up Restaurants - Pop-up restaurants are becoming increasingly popular, giving customers a unique dining experience that they can't get anywhere else.
3. Innovative Menu Offerings - Fast food chains are experimenting with new menu items and flavor profiles in an attempt to appeal to changing consumer tastes.
Industry Implications
1. Restaurant - Restaurants can explore innovative pop-up concepts to attract new customers and generate buzz around their brand.
2. Fast Food - Fast food chains can create new and unique dining experiences, like pop-up restaurants, to differentiate themselves from their competitors.
3. Food and Beverage - Companies in the food and beverage industry can leverage the trend of upscale fast food by introducing new menu offerings that cater to changing consumer demands.
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