Some people don't believe in the quality of McDonald's products: Our task was to prove them wrong.McDonald's as a brand – and as a restaurant – has millions of fans. But there's always the broader audience: the general public. People are sceptical and very careful, especially when food and nutrition are concerned. Quality is crucial, and extremely important for a brand that has to convince millions of guests every single day.Quality is defined by many measurable factors: From a balanced diet to legal regulations, from cleanliness to sustainability – and by taste, certainly. But how could we convince people who don't have a personal experience with our brand and who wouldn't consider visiting a McDonald's Restaurant? Prejudices are difficult to overcome. So we decided to play a little trick.

It all started with the restaurant’s own Facebook Page and YouTube channel. We posted a video in which Bernd Arold, our distinguished chef and 'partner in crime', announced that he was going to cook with ingredients he had never used before. 30 unsuspecting guests received the link to the video and a mobile ticket for the 3/5 Gourmet Experiment.

On the evening of March 5th, our guests were greeted by Bernd Arold and seated on beautifully decorated tables in a stylish pop-up location. A 4-course meal was served, together with selected wines, the only part of the meal that was not made with McDonald’s products.

After dessert, Bernd Arold confessed to his guests that they had just spent an evening at McDonald’s, which caused surprised laughter and a huge round of applause. Everyone agreed: It was a delectable meal and a fantastic evening.

A professional film team documented the guests’ satisfaction and enthusiasm. The guests were interviewed individually, and each said that he/she was highly pleased and positively surprised. They all stated that they felt as if they had witnessed a very interesting experiment. Approximately 2/3 of them had not suspected any link to McDonald’s or to fast food in general.

Pictures and videos of the evening, the guests’ reactions, and a making-of video showing Bernd Arold and his team deconstructing McDonald’s products were posted on Facebook and YouTube for the participants to view and share.

Different on, and offline media reported on The Gourmet Experience 3/5. Some quotes: "The meal tasted fantastic!" (Gourmet Report), "A menu with a surprise-effect!" (Gastronomie-Report), "Fast food with Sterling cutlery!" (Werben & Verkaufen).Both the client and the agency were very satisfied with the results of this local promotion (in Munich, Germany): over 550,000 online visits/print circulation.