McDonald’s trials luxury restaurant concept

McDonald’s UK will be trialling a luxury restaurant concept to celebrate the national roll-out of The Signature Collection, the gourmet-style burger range.

The concept, which will be piloted at its High Street Kensington site, opened for online reservations on 8 August, giving customers a limited two-day window to book a table. It opens to members of the public on Wednesday 15 August and VIPs will be welcomed into the restaurant by a string quartet, before being escorted to their table.

The restaurant is set to be decorated with velvet curtains, fine (burger) art and ‘diamond’-encrusted cutlery. Customers will be treated to their choice of a Classic, BBQ or Spicy Signature Burger – served under a silver cloche by white-gloved butlers.

The Signature Collection was designed for McDonald’s by the Chefs Council. The Council is responsible for food development and flavour and is made up of chefs who have worked in Michelin Star restaurants and cooked for royalty as well as international food specialists.

Depending on the outcome of the pilot McDonald’s UK may look at rolling out the concept restaurant for special calendar moments with a long-term online booking partner.

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