McDonald’s has a new tactic... be less like McDonald’s

In its time, McDonald’s has tried its hand at a range of different combinations: tamago burgers in Japan, lobster rolls in Canada and banana pies in Brazil, to name a few.

But these are all variations on a McTheme. Now, McDonald’s has a new strategy: be less like McDonald’s.

The fast food chain has renamed a McCafe in Camperdown, Sydney as The Corner. And you’ll have to look hard for any McDonald’s branding, which is limited to tiny logos on staff badges and takeaway bags.

The Corner is the first of four “Customer Learning Labs” that will open this year, with another 10 planned for early 2015, where McDonald’s can experiment with new dishes.

Hungry consumers can buy gingerbread men and muesli pots, or create their own meal at the soup or salad station from a variety of options, taking their food between bread or in a box.

A spokesperson told Business Insider that the menu, which changes daily, includes “salads featuring Moroccan roast chicken breast, chipotle pulled pork, brown rice, pumpkin, lentil and eggplant salads, sandwiches and barista-made quality coffee".

Customers can also build their own burger from a self-service digital device, choosing from a range of breads, cheeses and sauces, which is delivered to the table on a wooden board, with chips in a basket.

That’s correct: McDonald’s with table service. The fast-food chain also said it is working on a home delivery option.

What next -- McDonald’s weddings? Or maybe McDonald’s in a church? Oh, wait…

Wood slab menus:

Salad bar:

Hipster burgers:

Table service:

The Corner formerly known as McCafe: