Charles Koh
Issaquah and Totem Lake are testing new concept stores as the “Future of McDonalds.”
Walk through the doors of one of these new futuristic McDonalds and be greeted by a cheerful staff member. After being greeted, hop onto one of the many self-ordering kiosks positioned in the center of the restaurant for quick ordering without having to wait in long lines.
Tap on the screen to begin your order. Let’s go through a sample order for a Signature burger. The first step is selecting the type of bun for your burger, next select your beef, now the cheese, freshen it up with a tasty range of fresh vegetables, add some flavor with 10 brilliant sauces to choose from, top off your burger with over 30 premium toppings like champignon, crumbled blue cheese, sundried tomato pesto, pineapple, guacamole, mushrooms, and finish it with some fries and any other side you’re interested in. Final step, payment. After payment, grab one of the newly designed order numbers and take a seat as McDonalds now offers ‘table service.’
We first saw this concept in Paris years ago with touchscreen enabled ordering and a sophisticated McCafe concept with colorful macarons for sale. Internationally, this concept has had massive adoption with over 90% of McDonald’s restaurants in France using these ordering kiosks.
McDonald’s says it’s seen success with its more modern restaurant concept in the United Kingdom, France, Canada, and Australia. “We are finding that customers are enjoying the whole experience — including the kiosks that allow customer to customize their sandwich with their choice of bun, protein, and additional ingredients,” a spokesperson says. “Also, there are McDonald’s crew members to help guide their experience with the kiosks if needed.”
McDonald’s mission to build the “Experience of the Future” includes three key components:
■ Experience: We are putting a new emphasis on hospitality to deliver a better customer experience. Customers will be exposed to table service, self-order kiosks, modernized front counters and a new level of personalization with digital technology.
■ Food: In order to offer more customization, we are introducing a Signature Crafted platform, which allows customers to craft their perfect sandwich by choosing their desired protein, selecting their bun and choosing from one of three new signature recipes.
■ People: We are helping to create a positive environment for people to learn and deliver a better customer experience. This includes optional hospitality training, modern uniforms and easier access to valuable tools.
With Millennials looking for more customization and healthier food options, McDonalds is making positive changes to help influence this market segment. The once king of fast food, now has stiff competition with fast-casuals like Shake Shack, In-N-Out Burger, Habit Burger, Chipotle, Panda Express and Chick-fil-A whom all focus on fresh ingredients, speed, and premium ingredients.
Here are some big changes from McDonald’s on their commitment to sustainable, quality food:
Burgers:
• 100% USDA-inspected beef, no fillers or preservatives, seasoned with just a pinch of salt and pepper
• Buns are 100% high fructose corn syrup free
• Onions, lettuce, pickles, cheese are all locally sourced for guaranteed freshness and a commitment to our local farmers
Chicken McNuggets:
• No artificial preservatives, flavors, or colors
• Made with 100% white meat
Cage-Free Eggs:
• Committed to sourcing 100% cage-free eggs by 2025
• Egg McMuffin’s are made to order with real butter, and a fresh-cracked locally sourced USDA Grade A egg
• Quality espresso is 100% Rainforest Alliance Certified
• Place used coffee grounds by the front entrance of their restaurants for anyone to take and use for their garden (part of their commitment to reducing waste)
McCafe Smoothies:
• McCafe Smoothies and Fruit ‘N Yogurt Parfaits are made from locally sourced, hand-picked strawberries
Having grown up eating at McDonald’s, we see a bright future for McDonalds and its pursuit for improved service, healthier ingredients, and customization.
