McDonald’s is set to host its first-ever reservation-only “fine dining experience” in New York City on October 29, marking an unusual departure from the chain’s traditional fast-food format.

The event will offer guests a more exclusive dining experience built around one of America’s best-known fast-food brands. Unlike a typical visit to McDonald’s, where customers order at the counter, use a self-service kiosk or go through the drive-thru, the reservation-only event is designed to create a more structured and upscale setting.

The announcement puts a new spin on the company’s familiar menu and brand identity. McDonald’s has built its business around convenience, affordability and quick service, serving customers everything from Big Macs and Chicken McNuggets to french fries and breakfast items. A fine dining experience represents a different approach to presenting the brand, potentially drawing attention from longtime customers and those curious about how the chain will transform its usual restaurant experience.

Holding the event in New York City also places the experience in one of the country’s most prominent dining markets, where restaurants range from inexpensive fast-food outlets to high-end establishments offering elaborate menus and formal service. The reservation requirement adds an element of exclusivity that contrasts with McDonald’s usual walk-in business model.

The October 29 event is being presented as the first of its kind for the company. However, details about the exact location, menu, pricing, number of available reservations, and the format of the dining experience were not included in the initial announcement.

The event is likely to generate curiosity among customers interested in seeing how McDonald’s interprets the fine dining concept while maintaining the identity of a brand known for serving millions of customers through its standard restaurants worldwide.