McDonald’s keeps trying new things as none of its recent gambits aimed at turning around its sales slide have gained much traction. Thumbing their noses at critics who suggest that McDonald’s should swiftly and unapologetically return to its old business model, McDonald’s executives instead are going far afield of the Golden Arches tradition to become relevant once again.
The latest example is McDonald’s table service in the UK, Germany, Australia and New Zealand. The experiments mean that the service may be tested in the US as well, which has followed other overseas experimentation with the Create Your Taste self-ordering kiosks now rolling out across America.
McDonald’s is delivering orders to tables in Manchester, UK, and at the Frankfurt Airport restaurant in Germany, among other locations. Orders can be placed at the front counter, at a Create Your Taste self-order kiosk or by waiters using a tablet PC.
In Australia and New Zealand, as part of the Create Your Taste platform, in-store innovation includes a new range of gourmet burgers, which are presented on wooden tray, and fries that come in a metal basket.
It’s all tied in with the chain’s development of customized burgers as well. “This is completely new for McDonald’s,” Thomas Brand, head of development and restaurant innovation for McDonald’s Germany, told a company magazine, as reported by the New York Post.
Added Paul Pomroy, managing director of McDonald’s UK, to The Drum: “We have listened to customer feedback and to meet their evolving expectations, we are significantly investing in our restaurants to cite an exciting new environment and improve the customer experience.”