McDonald's is testing an entirely new concept in Hong Kong called "McDonald's Next."
The modern-looking establishment is unrecognizable from the standard McDonald's (mcd) known worldwide. According to pictures posted on Fast Company, the only remaining traditional features are the golden arches and a couple of red-lit walls.
The rest of the restaurant is designed mainly with concrete and wood, with one wall made entirely of glass. It has long tables (with table service), wireframe stools, and hamburger illustrations reminiscent of Shake Shack. The pictures also show café-type elements, like latte art and pastries.
The kitchen is fairly open to help customers watch food being prepared. There are also more customizable and healthy options. In addition to the traditional McDonald's menu, customers can use the "Create Your Taste" touchscreen menu—originally introduced last year in Australia—to choose ingredients from the salad bar. Options include quinoa, couscous, and asparagus, or things not typically found at a McDonald's in the U.S.
The more upscale and health-conscious concept is likely an attempt to appeal to customers who have been drifting away from fast food chains in recent years, something that CEO Steve Easterbrook has been focusing on since he took the job last year. McDonald's has also tested kale and table service in some U.S. locations, and announced its intention to stop using chicken and milk from animals treated with hormones.