McDonald’s India has embarked on its next phase of growth in western and southern Indian markets by committing to significantly enhance customer experience at its outlets.

Having operated in the Quick Service Restaurant (QSR) space for 20 years and introducing several innovations in the past years to counter competition, McDonald’s is changing the format of its restaurants and adding more items in its menu besides emphasizing on convenience for customers through technology.

The company has introduced its first ‘Experience of the Future’ restaurant at Nariman Point in Mumbai which has got a completely new look.

This will be replicated at outlets across western and southern India in the future, a top official said.

The new restaurant offers customisable menu, new technology and a best-in-class customer experience.

The company has also improved its menu by adding soups and farm fresh salads.

It is transitioning its existing wraps into whole wheat wraps and also offering a choice of milk based beverages with Happy Meals.

The ordering process and staff role have been made completely different. Through self-order kiosks, customers can customise and build their own burgers and skip the front counter entirely, with their food being served at their table. Once an order is placed, customers can take a seat while a Bluetooth tracking device would guide the staff to serve the order right on their table.

There is also facility for table-top games whilst having a meal. One can even charge her/his smart phone using wireless charging devices in a contemporary sitting arrangement.

Amit Jatia, Vice-Chairman, Westlife Development Limited, whose subsidiary Hardcastle Restaurants Pvt. Ltd. is the master franchise of McDonald’s said, “This is the next phase of brand transformation for McDonald’s in India. With the EOTF restaurant, we are kicking off a bold and progressive plan to transform the customer experience.”

He said over 50 outlets of the total 252 restaurants will have this look and service standard in two years. Westside Development has also announced plans to have a total of 500 McDonald’s outlets in five years and the reimaging and modernisation programme would involve an investment of Rs 750 crore.

Towards sustainability, the company has installed 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 6000 units of energy with the 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.

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