Having recently opened a location in the ultra-trendy Harajuku-Omotesando shopping area of Tokyo, McDonald’s Japan is brewing a new strategy with an extra shot of sophistication.
Don’t worry; it’s not the rebirth of that lame Mac Tonight moon man who played cheesy lounge music on the piano in the 80’s. This time McDonald’s will be serving up freshly made custom cups of coffee by real baristas.
Scheduled for July at the Harajuku-Omotesando, the first McCafé by Barista (I guess the name flows better to Japanese people) will be a separate section of the typical McDonald’s restaurants that we all come to know and love.
According to the company’s press release, McCafé by Barista will be equipped with several private booths serviced by – as the name would suggest – a full-time barista. McDonald’s typical paper cups will be replaced with classy ceramic mugs filled to the brim by their professional coffee artisan who makes each cup suited to each customer’s requests.
So if you want an extra shot with your espresso or if you want them to go heavy on the foam, you got it. They seem willing to make your coffee to whatever specifications your heart desires.
Details about prices and items are limited at the moment although there are a few photos attached to the press release showing some rather well made and sized cups of coffee even showing some signs of latte art.
I’m somewhat skeptical about this venture, however. McDonald’s has tried to rise above the realm of fast food in the past, and their attempts always end up fizzling out. One only has to remember the Arch Deluxe and the rest of their luxury line of “Deluxe” burgers.
Source: McDonald’s Japan Press Release (Japanese PDF)