McDONALDS is going upmarket by offering table service and cooked-to-order
gourmet burgers at more than 400 of its UK restaurants
Maccy D’s have said that customers will also soon be able to order from
digital kiosks at their table – after the feature proved a success when it
was trialled at 14 locations across the country.
The clever kiosks will be included in all newly-transformed McDonald’s
restaurants from February in an attempt to modernise the chain and attract
more families.
McDonald’s also propose of doubling the number of its restaurants selling its
range of premium burgers (called the signature collection.)
But the franchise may have some fierce competitions when it comes to ‘gourmet’
burgers, with chains such as Five Guys and Shake Shack becoming increasingly
popular – as well as competition from long established rivals, KFC and
Burger King.
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Paul Pomroy, chief executive of McDonald’s UK, said: “We opened 26 new
restaurants last year and the rollout of our reimaging programme is
transforming the way we serve customers, and has been a key growth driver.
“To date, over 300 restaurants have been refurbished and we expect a further
350 to be completed and reopened for customers by the end of the year – an
average of one every day”
While McDonald’s purists will still have the option of ordering at the till,
the new layout hopes to make the ordering experience less stressful for
parents with kids who are frantically after a Happy Meal.
The table service idea has already been trialled in restaurants in Germany,
France, Switzerland and even Australia – following the opening of the
chain’s first luxury restaurant in Japan.
The posh new concepts have been created with the aim of reinvigorating the
brand – which has suffered falling sales since July 2014, even though its
performance has remained strong in the UK.
McDonald’s first opened in the UK in back 1974 and there is now over a
whopping 1,250 restaurants open across the country.