McDonald's Opens New Healthy Cafe "The Corner" as Part of $1 Billion Remodelling Strategy

The golden arches may be recognized across the world, but McDonald’s still has larger ambitions for its brand – namely, moving it upmarket. The push for a more discerning clientele starts with a new experimental restaurant called The Corner, located in a suburb of Sydney, Australia. Part of McDonald’s $1 billion rebranding strategy, The Corner has been designed from the ground up as a modern cafe, devoid of patent McDonald’s branding. In fact, the only sign that nods to the franchise is the tiny “McCafe” logo below the restaurant’s logo. Inside The Corner, yellow and red have been replaced with white tiled walls, an indoor herb garden, and a menu that features items like poached pear, fresh quinoa salads and filtered coffee. And in lieu of stereotypical fast food uniforms, The Corner employees wear relaxed chambray shirts and dark jeans instead. The company plans to use The Corner as a testing ground to help navigate its gradual shift towards a healthier and more gourmet menu.