Since its arrival on UK shores in the mid-1970s, McDonalds has invested over four-billion pounds, and created over two-million jobs during its UK operation. Throughout that time, the company’s only variation from its proven operating formula, was to introduce the drive-thru during the early 1980s; and that became another success story for the American fast-food giant. Now, with its new format store, it’s speed that is of the essence.
Named, McDonald’s to Go, the new format will be McDonalds first store deviation from its tried and tested restaurant formula in over forty-years. The outlet is designed to compete with the likes of Greggs, Pret a Manger, and other small outlets and supermarkets, selling off-the-shelf sandwiches and snacks to busy office workers and snack hungry commuters.
This new format venture is very much a trial event for McDonalds, and will be for many of its customers used to visiting the normal style outlets. There will be no seating, and no serving counter, all food has to be ordered through the new self-order mini touchscreens. Big-Macs, McNuggets, and their most popular wraps, will still be available in store, and McDonalds also intend to experiment with different salads.
Although the company’s colour scheme will remain the same, the name over the door changes to McDonald’s to Go. New packaging, and staff uniforms will also bear the McDonald’s to Go branding.
McDonalds head of IT and development, Henry Trickey, is the first to admit the new outlet is unchartered water. Feedback from customers will play a big part in possible menu changes, and opening hours will be arranged to coincide with the working habits of the local population.
The Fleet Street outlet is scheduled to open in the first week of August. Should this new venture prove to be a success, new McDonald’s to Go stores will be opening in other large towns and cities around the UK, with a high proportion of eat-on-your-feet office and industrial workers. The format, opening hours and menu however, will depend on the feedback from consumer research in the areas selected.
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