As part of a brand transformation, McDonald’s India is launching a series of concept restaurants with enhanced digital capabilities to improve customer experience.
Called ‘Experience of the Future’ (EOTF), the McDonald’s outlet in Mumbai features self-ordering kiosks, table service, and has also introduced several healthy options on the menu.
With EOTF the brand wants to also provide customers with brand new menu choices.
McDonald’s has been moving towards a healthier menu over the past few years offering lower sodium in fries and nuggets, lower calorie sauces, and preservative-free patties.
The restaurant is now launching soups and salads as well. This addition to their menu is in response to the customer demands.
The company has enhanced its efforts in the area of sustainability by installing smart handwash systems that will help save about 4 lakh litres of water a year. It has also used power-saving LED lighting and is using reusable cups and bio-degradable cutlery in these stores.
McDonald’s has also refreshed its delivery application and says about 50 per cent of sales comes from online ordering, through its app and website.
All in all, McDonald’s is looking ahead to enhancing the customer experience and engagement by fulfilling their demands and at the same time keeping in mind their social responsibilities.
