Future of fast food? Hong Kong's McDonald's Next opens

[Photo:RossHoneysett]

(USA TODAY)FastfoodgiantMcDonald’sisofferingaglimpseofwhatthefutureofthebrandmaylooklikewiththeopeningofMcDonald’sNextinHongKong.

The“foodbar”styledrestaurantwasrecentlyopenedtomarkthe40thanniversaryofMcDonald’sinHongKong,theBrandChannelreported.

[Photo:RossHoneysett]

McDonald’sNextislocatedintheshoppingdistrictofAdmiraltyinHongKong,andhasamajoremphasisonmealcustomization.GonearethewhitecountertopsofMcDonald’sandone-sizefitsalloptions.

Itexpandsuponthechain's"CreateYourTaste"platformbyofferingcustomerstheoptiontocustomizesaladsinadditiontosandwiches,BrandChannelreported.

Customerscreatecustomizedburgersandsaladsusingtouchscreenstoselectitemsfromthe“CreateYourTaste”menu.SimilartoaChipotle-styleassemblyline,McDonald'sNextworkerscreatecustomers'mealsbehindasheetofglass,accordingtoBrandChannel.

Thecustomizedsaladoptionallowscustomerstoaddingredientslikequinoa,grilledchickenandasparagus.TheestablishmentoffersfreeWiFiandencouragescustomerstosharetheircreationswiththehashtag#CreateYourTasteHK.

[Photo:HongKongNavi]

WhiletheideaofcustomizedsaladfromMcDonald’smayseemfarfetched,themoveisactuallyinlinewithwhatthebrandhasalreadybeentestinginotherlocations.

InJanuary,McDonald’sopenedTheCornerbyMcCafeinSydney,Australia.Therestaurantserveshealthyofferings,includingtofuandvegetables.NoBigMacsorfriestobeseen.Instead,themenuincludessaladsalongwithMoroccanroastchickenbreast,chipotlepulledpork,brownrice,pumpkin,lentilandeggplantsaladsandsandwiches.