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Brief Published: 16 Jan 2015

McDonald’s Launches Healthy Café

The Corner

Global fast-food giant McDonald's has opened a new healthy café in one of its disused restaurants in Sydney, Australia.

The Corner offers a daily-changing menu featuring a range of healthy options based around salads and brown rice. Accompaniments include Moroccan chicken breast, pulled pork, lentils and quinoa.

Menu staples, such as egg and bacon rolls, have been upgraded to include items like avocado and brioche buns. The café also serves coffee made by baristas, smoothies and a range of pastries.

McDonald's describes the cafe as a "Learning Lab" that will test customer responses to new and healthy food and beverage options in an attempt to capture the increasingly health-conscious millennial market. However, it is unclear as to whether the chain will roll out the initiative across other restaurants and regions.

The Corner will feature subtle branding using the pre-existing McCafé logo, but will otherwise distance itself from well-known McDonald's branding.

As explored in Fast-Moving Premium Consumption, time-poor consumers are seeking out healthy and sustainable products with maximum convenience. Fast-food brands are tapping into this demand by developing debranded spaces and luxury pop-ups, as well as launching upgraded product selections featuring premium and responsibly sourced ingredients.

For more on this, see Taco Bell Goes High-End, Chick-Fil-A's Premium Approach and Feeding Gen Y.