Friday 30 September 2016

Slowing down its fast food? McDonald's trialing table service

Published 06/08/2015 | 09:23

McDonald's Golden Arches
McDonald's Golden Arches

One of the most recognisable food brands in the world is trying out a table service in one of its UK locations.

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The home of the Big Mac and faster-than-fast food is entering a new era.

The classic Big Mac meal
The classic Big Mac meal

McDonald's in Mottram, Greater Manchester is the first location in Britain to trial table service, in a bid to fight off competition from other outlets such as Five Guys, Shake Shacks, Burger King and KFC.

Staff will circulate the restaurant to take customer's orders and there will also be digital kiosks installed.

According to The Guardian, there are plans to roll out the service in at least 10 more locations before the end of August, before the system will become available nationwide in some 1,250 McDonald's across the UK.

However, for those in a rush there will still be the option of queuing and ordering at the till.

McDonald's
McDonald's

“We have listened to customer feedback and to meet their evolving expectations, we are significantly investing in our restaurants to create an exciting new environment and improve the customer experience,” McDonald's UK Managing Director Paul Pomroy said.

“We also plan to test some new ideas. For example, we know that for parents it can be tough juggling the kids and carrying your food, so we have decided to trial table service, whereby customers place their order via our new kiosks and then have their food brought to them," he added.

It is believed that the move is an attempt by McDonald's Chief Executive Steve Easterbrook to keep the restaurant relevant and help boost performance in the competitive fast food market.

Since taking up the post in January of this year, Easterbrook has set about making changes and improvements to the 'Golden Arches', including a customer complaint phone app, antibiotic-free chicken, a build-your-own-burger option and making the breakfast menu available all day long.

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