McDonald’s Undergoes Brand Transformation

  • 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.


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