McDonald’s has communicated for several years now on the quality of its products, in traditional advertising, but is still facing an issue with its image. It has been decided to make people experiment the quality of McDonald’s products with “The Gourmet Experience of the Year”. A short-lived restaurant with a renowned young chef has been launched with special guests and a 4-course-gourmet meal cooked with fresh products, just bought from McDonald’s restaurant around the corner. This PR operation got a great feedback and media coverage.