When you think of McDonald’s you may think of juicy burgers, delicious shakes and decent prices but you most certainly do not think of dining in style. But that might be changing thanks to the company’s latest move.
In an attempt to fight off competition McDonald’s plans to introduce table service in hundreds of restaurants across Britain, as well as cooked-to-order gourmet burgers.
According to The Guardian, the fast food company will implement table service in over 400 restaurants in 2016 following successful trials at 14 locations in 2015 — customers will order from their tables using a digital kiosk and the food will be delivered to them — as well as doubling the number of restaurants which sell their Signature Collection of burgers, a premium range which has been created by a team of experienced Michelin-trained chefs.
“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,” said Paul Pomroy, chief executive of McDonald’s UK, The Telegraph reports.
“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.”
The improvement comes hot on the heels of McDonald’s very successful year end, with the company reporting improved sales in the fourth quarter of 2015.
“Together with our franchisees we have delivered another strong year of growth, fuelled by a relentless focus on our customers’ evolving expectations and tastes,” said Mr. Pomroy.
“Investing in our customer experience is paramount. It’s important that we continue to listen to the 3.7 million people who visit us every day and respond with even more reasons for them to come to our restaurants.
“In 2016 we will continue to focus on providing great value and variety, as well as invest in our restaurants, our people and our menu, to ensure customers enjoy a great experience every time they visit us.”
Will McDonald’s new modern image and the introduction of McWaiters ward off competition? That remains to be seen but it does offer customers a more relaxing and stylish dining experience. Maybe it’ll even become an acceptable place to meet your Tinder date?