McDonald’s has opened a restaurant that doesn’t serve any burgers or fries. The new McCafé in Paris sells soup, club sandwiches, tiramisu and macaroons, but none of the fatty fare customers are used to. The branch is more Cafe Nero than McDonalds, featuring a glass case with smoked salmon or pastrami bagels in place of the traditional counter doling out Big Macs at breakneck speed. The walls are covered with phrases like “Coffee time” and “Great club sandwiches”, and there's no sign of the famous golden arches. The company has made several attempts to ditch its fast and cheap image as the developed world battles with an obesity epidemic. But as fast food struggles, coffee shops are booming. The sector grew by 10 per cent in Europe last year and McDonald’s wants a slice of a growing pie.