McDonald’s is getting an upgrade by launching its first reservation-only restaurant in the UK.
Following the success of its table service rollout, the trial run will take place in the Kensington High Street branch.
Customers who visit the Kensington McDonald’s will be able to reserve a VIP table by signing up online in advance.
The trial celebrates the national rollout of McDonald’s’ Signature Collection, a gourmet-style burger range.
While the burger giant serves millions of people a day, this particular restaurant has limited places, with just a two-day window for potential diners to reserve their spot.
The new luxury concept will be open to the public on August 15, with the lucky VIPs welcomed into the restaurant by a string quartet.
After being escorted to their table, they will be surrounded by rich velvet curtains, “fine burger art” and “diamond”-encrusted cutlery.
On the menu will be a choice of either the Classic, BBQ or Spicy Signature Burger.
As if things couldn’t get any fancier, the food will be served under a silver cloche by white-gloved butlers.
The Signature Collection of burgers was designed for McDonald’s by the Chef’s Council.
The council is made up of chefs who have worked in Michelin Star restaurants around the world, and have even cooked for royalty and international food specialists.
Served in selected restaurants, a Signature Collection burger retails at just under £5 – a premium option for the budget restaurant.
McDonald’s reservation-only restaurant trial comes after the success of its table service initiative, which now features in 93 per cent of its restaurants.
For those looking to reserve a spot at the Kensington High Street branch next Wednesday, sign-up is available on the McDonald’s website.
If the trial is deemed a success, the fast food giant revealed it may look to roll out the concept for special calendar moments with a long-term booking partner.
The reservation-only trial is the second innovative activation from McDonald’s in recent months, adding a new healthier option to its Happy Meal in June.
Aimed at children, the Happy Meal’s menu is known for featuring McDonald’s favourites such as hamburgers, chicken nuggets, french fries and milkshakes.
However, McDonald’s has done things to improve the nutritional value of the meal in recent years, adding carrot bags, fruit bags and organic milk to its offering.
Stepping things up, McDonald’s has made one big change to its otherwise fried-heavy menu, launching a grilled chicken wrap.
The new wrap is lower in fat than its fried counterpart and is available at no extra cost.