Sydney – McDonald’s has opened independent café The Corner, which will be a testing ground for new products.
Like any good Chameleon Brand, the McDonald’s coffee and snack house blends seamlessly with the city’s thriving barista scene. White brick veneer covers the curved, corner façade and the bold, black logo is more reminiscent of a gourmet lunchtime spot.
Inside, employees have ditched the high trousers of their McDonald’s colleagues in favour of chambray shirts and dark jeans, while the menu features a suitably adventurous mix of Moroccan salads, chipotle pulled pork and avocado corn fritters.
The space, a separate enterprise from the McCafé concept that has expanded across Australia since 1993, will be used to trial new recipes and in-store digital experiences with diners making their orders on iPads.
For more on the efforts of McDonald’s to reverse falling sales figures among Millennials, read our article on the fast food chain’s experimentation with personalised digital experiences.