TOKYO – Fine dining has come to fast food.
McDonald’s is testing a white-tablecloth restaurant concept in Japan, according to reports by Kotaku ASCII. Restaurant M will debut the company’s Fresh Mac LTO line at a sit-down white-tablecloth meal for 20 people. Diners in Tokyo can experience the one-day, pop-up restaurant on July 27.
The five-course meal includes “Vichyssoise Mac fries” and a salad of vegetables used on the Fresh Mac encased in gelatin, in addition to wedges beef, chicken and fish patties on toothpicks. The main course is a full-size Fresh Mac burger. Dessert is an Oreo McFlurry and berries served in a decorative bowl. After-dinner coffee will be served.
McDonald’s Holdings Japan, a unit of Oak Brook, Ill.-based McDonald’s Corp., has struggled to resonate with Japanese consumers who remain leery of the chain’s food quality. June same-store sales dropped 23.4 percent.
Efforts to regain consumer trust in Japan include kitchen tours and the “Mom’s Eye Project” which is a focus group for mothers.