Imagine walking up to the counter at McDonald’s and ordering a Burberry burger with either Gucci or Hermes fries and a Paul Smith sundae for dessert! Wake up, you’re not in Kansas anymore! You have just entered the world of McFancy -- a restaurant dining room experience coming during Fashion Week 2010 to a big city near you.
The Cool Hunter has enlisted Access Agency to implement the McFancy concept, which TCH describes “an upmarket temporary McDonald’s store that launches at Fashion Weeks around the globe such as London, New York, Paris, Milan, Sydney and Hong Kong."
In the business of fashion, the minute you put a designer label on a piece of cloth, the price goes up. I wonder in the restaurant business how much a Burberry-wrapped piece of meat will cost.
Why This Trend Is Growing
- Designer Fast Food
- The trend of high fashion collaborations with fast food chains proves that there is a market for upscale dining experiences at a quick service pace.
- Temporary Restaurant Concepts
- The launch of McFancy shows that temporary restaurant concepts, especially during major cultural events such as fashion week, can attract an audience and create buzz for a brand.
- Brand Collaborations
- The collaboration between high fashion labels and fast food chains create opportunities to disrupt traditional business models and expand into new markets.
Industries Being Reshaped
- Fast Food
- Fast food chains can disrupt the industry norms and reach new audiences by collaborating with high fashion brands and launching temporary upscale restaurant concepts.
- Fashion
- High fashion brands can expand their audience and explore new revenue streams by collaborating with fast food chains and launching temporary restaurant concepts during major cultural events.
- Marketing and Advertising
- Marketing and advertising agencies can explore new creative opportunities and generate buzz for brands by creating and implementing temporary restaurant concepts in partnership with high fashion and fast food brands.
