Fresh food faster at a good price has been one of the underlying currents driving consumers to continue to frequenting McDonald's for three generations now. McDonald’s relentlessness to deliver on a brand promise to provide fresh food fast at a fair price has been edified once again.
Seeking to deliver on both mandates speed and value McDonald’s announced that by implementing at the store level new “Next-gen design Samsung Galaxy tablets” they will be able to reduce the cost of labor while increasing the speed of service and order accuracy according to Foodservice Solutions® Grocerant Guru®.
According to reports in the press including engadget.com and The Motley Food McDonald’s has had success with the rollout in parts of Europe, Europe, Australia and Canada. So now “McDonald's Corp. plans to bring its next-generation restaurant design to the United States. Its "Experience of the Future" initiative primarily involves installing Samsung Galaxy tablets in restaurants, reported .”
It been reported that the tablets are mounted tableside and in kiosks. In the United Kingdom, they allow customers to order custom "gourmet" burgers, while in Sweden they can be used to turn a Happy Meal box into a set of virtual reality goggles, according to the report.
McDonald's CEO Stephen Easterbrook stated that “the rollout will be a very exciting opportunity across the next few years in the U.S. Currently about half of McDonald's restaurants in Canada have been converted to the "Experience of the Future," while 40 percent of U.K. restaurants and nearly 25 percent of restaurants in France have done the same.
Today technology has increased customer relevance and is an ever expanding tool in retail foodservice. Doug Baker, head of IT for McDonald's UK stated” Technology has an important role to play in all walks of life, including our customers' eating-out experience, so the changes we're making as part of the 'Experience of the Future' program bring us closer to the way people live their lives today,"
Time is money and McDonald’s brand promise to provide fresh food fast at a fair price has been edified once again. This time technology will edify the brand and extend the brand promise while building add relevance inviting consumer interactive participation.
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