Two decades ago, McDonald’s began its incredible journey of introducing the concept of burgers to India. And today, as the company moves into its 21st year of operations in India, it has embarked on a brand revolution in the quick service restaurant industry with the launch of its first ‘Experience of the Future’ restaurant (EOTF) in Mumbai. The move involves:
Enhancing digital capabilities and the use of technology to dramatically elevate the customer experience
Redefining customer convenience through Table Service
Broadening menu to provide balanced and wholesome choices
Caring for the environment to contribute to a better planet, strengthening communities, and helping to maintain a world that can carry all of us well into the future
This new concept restaurant, at CR2 Mall in Nariman Point, is the brand’s boldest move yet and will re-write the rules of the QSR industry with customisable menu options, new technology, and a best-in-class customer experience. As part of its brand transformation, the company has evolved its menu, ordering processes, and staff roles to bring greater control, convenience, and personalisation to its customer.
Using self-order kiosks, customers will be able to customise and build their own perfect burgers and skip the front counter entirely, with their food being served right at their table. Customers will also be able to enjoy interactive table-top games whilst they share a meal and even charge their smart phones using wireless charging devices in a contemporary and stylish ambience. The result is a more comfortable and personalised experience.
Commenting on the launch, Amit Jatia, Vice-Chairman, Westlife Development Limited, said, “We have always listened to our customers, and this ambitious plan is exactly what they’ve asked us to do. This is the next phase of brand transformation for McDonald’s in India. We’re innovating and evolving for the future, and we’re excited to bring our customers along on this journey with us. With the EOTF restaurant, we are kicking off a bold and progressive plan to transform the customer experience. We want our customers to walk in and be wowed by the experience that’s modern and personalised, but still the McDonald’s they know and love. Over the past 20 years, we have constantly strived to bring more innovation and convenience to our customers. With the launch of EOTF, we want to provide customers with utmost convenience and brand new menu choices.”
The new McDonald’s experience include:
Enhanced Customer Experience:
The Guest Experience Leaders will provide customers the warmth and genuine hospitality McDonald’s is known for. From hello to goodbye, the Guest Experience Leaders will help customers to choose between self-order kiosks or counter service, assist with finding their seats, and provide table delivery service.
Advanced Customer Convenience:
The introduction of self-order kiosks at the restaurants will give the customers a modern and convenient opportunity to try their own hand at personalising their menu and order at their own pace. Various payment modes, high speed wi-fi, air-chargers, and tablets will provide consumers with more convenience and give them more reasons to visit McDonald’s.
The Company has enhanced its efforts in the area of sustainability by installing smart hand wash systems which will enable the restaurant to save approximately 400,000 litres of water per year. Additionally, the restaurant will save upto 6,000 units of energy with LED lighting. Besides this, the restaurant will use bio-degradable cutlery, reusable cups, and recycle its waste with the vision to send zero waste to landfill.
Wholesome Food Choices:
For the first-time ever, McDonald’s India is launching farm fresh salads and transitioning its existing wraps into whole grain wraps. The launch follows consumer demand for more variety, lighter and wholesome balanced choices. Additionally, customers will have the choice to opt for milk based beverages (chocolate milk, smoothies or shakes) with their Happy Meals or simply replace their fries with a bowl of salad.
Customers can now experience table delivery, complete with the warm and genuine hospitality. Once an order has been placed, customers can take a seat while they wait for their order, guided by a Radio Frequency Identification Device (RFID) right to their table.
McDonald’s India says is driving the customer experience forward at full speed and bringing unrivalled innovation to the Quick Service Restaurant industry. The new changes allow for the brand to deepen its customer experience, build on its employer of choice reputation, and keep Indians loving it.