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MENU INNOVATIONS | Staff Reporter, UK
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Reservations only: McDonald's trials luxury restaurant concept with gourmet-style burger range

The fast food giant is also exploring the possibility of rolling out the premium concept restaurant for special occasions.

McDonald's is trialling a reservation-only restaurant to celebrate the national roll-out of The Signature Collection, their new range of gourmet-style burgers.

This comes after their introduction of table service, now present at 93% of their outlets. Online reservations started last week, with the premium site in Kensington High Street slated to open on August 15.

Some VIPs will reportedly be welcomed with a string quartet before being escorted to their table. The site's design is composed of velvet curtains, burger-inspired art and ‘diamond’-encrusted cutlery. Customers will then be treated to their choice of a Classic, BBQ or Spicy Signature Burger that is served under a silver cloche by white-gloved butlers.

According to the fast food giant, The Signature Collection was designed by the Chefs Council that consists 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 is also exploring the possibility of rolling out the premium concept restaurant for special calendar moments with a long-term online booking partner.

(Photo credit: McDonald's UK Facebook page)

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