McDonald’s – Experience of the Future
Across the UK, McDonald’s restaurants are undergoing a new and exciting transformation which will provide the foundations for current and future changes to the McDonald’s menu and service experience.
The ‘Experience of the Future’ concept places digital innovation at the heart of the customer experience. The concept focuses on providing customers with more choice as to how they order and pay as well as altering how food is prepared and served. The new technological features create an environment that is even more welcoming and enjoyable.
State-of-the-art, self-order kiosks immediately stand-out in the new design and offer customers a brand new method of choosing and placing their order in store. The user-friendly screens enable browsing of the entire menu alongside the nutritional information of each meal. Once customers have completed their order, they pay swiftly by card and contactless before proceeding straight to a designated area of the counter to pick up their order.
Another major part of the ‘Experience of the Future’ concept is the addition of a table service feature. Aimed at taking the stress out of ordering, particularly for families, orders placed at the kiosks can then be brought to the table. Table service was first trialled at 14 restaurants across England in 2015 and proved to be extremely successful with customers. As a result, table service began to roll out throughout 2016 to many of the restaurants undergoing digital transformations and by the end of 2016, over 400 restaurants across the UK offered table service to their customers.
Behind the scenes, the kitchens have a new layout and increased technology which means iconic McDonald’s products can be built to order for customers, with every burger and wrap being freshly prepared.
A striking new décor complements the technology with added elements such as smartphone charging points and free Wi-Fi. Interior design varies from one location to the next but bright, bold colours and prominent overhead installations are prevalent across McDonald’s sites in the UK. Entertainment is provided by Samsung Galaxy tablets that enable customers to play games, use social media or browse the web.
The first UK McDonald’s restaurant opened in 1974 in Woolwich, London. There are now 1,200 restaurants across the UK and Northern Ireland. In the UK McDonald’s employs 97,000 people and invest over £40m on training and development every year. This significant investment demonstrates the ongoing commitment from McDonald’s to towns and cities across the UK.
Pacific Building Ltd
Pacific Building Ltd is a construction and fit-out contractor providing high-quality, fast-track services to the commercial sector, in particular restaurants, bars, hotels, retail and airports. The company’s Managing Director Brian Gallacher has a long association with McDonald’s, dating back to 1994 – before Pacific Building was formed.
The company is one of the main contractors on McDonald’s ‘Experience of the Future’ concept, overseeing the project from conception to handover, including development of the proposals from an early stage in the process. As downtime is a key factor to McDonald’s, both in terms of lost revenue during the modifications and potential loss of custom should “regulars” leave to a competitor, the key challenge is to deliver a speedy conversion so the restaurant can re-open as quickly as possible without the loss of a quality delivery.
“It’s critical we engage with McDonald’s very early in the process, allowing them the benefit of our knowledge and skills and in return we get visibility of our programme of works. This allows us to plan efficiently and effectively.
“The team that we have here and the values that we hold are a real source of pride. We believe that it separates us from the crowd and ensures that our clients value what we do for them.”