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McDonald’s Announces ‘Aggressive’ Redesign To Your Future Dining Experiences
By Mikelle Leow, 03 May 2018
Image via Chatchai Somwat / Shutterstock.com
Your favorite fast food joint is going to get even faster.
At McDonald’s first-quarter earnings call, CEO Steve Easterbrook detailed that the brand is undergoing “an aggressive plan and one of the most significant transformations in our history,” which aims to eradicate as much human interaction or error as possible.
Some 1,000 outlets in the US are already enjoying the revamp. Named ‘Experience of the Future’ (EOTF), the program will see ordering kiosks and other digital touches being added to the scene.
Additionally, the franchise’s offerings will be more accessible than they already are, with mobile ordering, delivery service, and self pick-ups in the plans. Person-to-person interactions will be kept to a minimum; for example, staff won’t be taking orders but manning the kiosks to facilitate customers.
The brand hopes to roll these changes out to 1,000 US locations per quarter.
“This is an aggressive pace,” Easterbrook said. “1,000 projects would be like modernizing every McDonald’s restaurant in Australia, and we’re doing that each and every quarter.”
In countries that already feature nuances of the futuristic concept, patrons can place orders for “gourmet” options through tablets mounted into tables. The gadgets can also be used to entertain guests while they wait for their meals; in Sweden, ‘Happy Meal’ boxes double as virtual reality goggles integrated in the tablets’ UX.
The high-tech rollout could result in larger-sized orders, since customers will be able to confidently make special requests, such as upsized fries or multiple ‘McFlurries’, without feeling judged by a human employee, who might also be prone to errors.
[via USA Today, cover image via Chatchai Somwat / Shutterstock.com]
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