PARIS, FRANCE - A McDonald’s without burgers and fries may sound like a nightmare to many of the chain's diehard fans, but for Parisians, it may just usher in the next big wave of fast food culture.
Equipped with salads, chic-looking bagel sandwiches, 100% arabica ground coffee, the new McCafé that just opened on a busy street in Paris is almost unrecognizable as a McDonald’s-owned store. With just thirty seats, immaculately stocked bakery cases, and minimal in-your-face branding, the McCafé is a sharp turn away from its meaty American counterpart.
There is a "McCafe" restaurant in Paris, France that serves only McCafe products and no other McDonald's brand food… pic.twitter.com/uQDwbDgBB1
— El Hermano (@ElHermanoAmigo) September 14, 2016
“McDonald’s is continuously experimenting to diversify its range, develop new services, and create new formats,” a spokesperson for McDonald’s told Fortune. “This summer, McDonald's has been trialling its McCafé world in Paris. This trial has just begun so it is too soon to draw any conclusions from the initiative other than the fact that 25 to 30 jobs will be created.”
Open from 7:30 am to 10:00 pm, this twist on a Parisian Cafe offers different selections throughout the day, with options like raisin bread for breakfast, soups for lunch and dinner, and muffins for tea, according to French news source Le Figaro.
Look at the @McDonalds in Paris @McCafe #wantoneintheus pic.twitter.com/MnF4OiERng
— Carrie Charlick (@ebwcarrie) August 26, 2016
This isn’t the first time McDonald’s has trialed its McCafe concept, either. Late last year, McDonald’s Canada opened a McCafé in the urban hub of Toronto, featuring fruit and veg-filled items like apple walnut salads, lentil and kale wraps, and quinoa and mandarin salads. While the menu for the Parisian spot has not been revealed, it’s likely that produce will take an equally starring role in the country known for its healthy eating.
Will McDonald’s continue its shift away from its iconic Big Macs in the United States? Will produce-centric and cafe-style food make its way into McDonald’s locations everywhere? AndNowUKnow will keep our eyes on the case.
