How McDonald’s new store design is helping to increase sales

McDonald’s “Experience of the Future” retail design concept is seeing customers interact with the store in new ways as new ideas such as touch-screen ordering, customisable burgers and table service are introduced.

16/06/15. McDONALD'S NEW TECHNOLOGY & RESTAURANT SHOWCASE, HEDGE END, SOUTHAMPTON. CREDIT: DANIEL LYNCH. 07941 594 556. www.lynchpix.co.uk
By Daniel Lynch

McDonald’s is introducing table service and is in the process of a roll-out of its “Experience of the Future” restaurant concept, which it is crediting with helping to turn around the fortunes of the company.

There are 14 UK restaurants trialling table service and 40 more are due to go live in the coming months, with 400 restaurants offering table service by the end of the year.

It is one of a number of changes, which tie in with the Experience of the Future restaurants, of which there are now 336 in the UK, with a further 350 due to reopen before the end of the year.

Redesign helping sales

A McDonald’s spokeswoman says: “While still in the early stages, we can confirm that our new concept restaurants have seen a sales uplift of 9% across our in-store estate.”

Customers are now able to order food at giant touch-screen terminals and there have been changes to the menus including the introduction of Signature Collection “premium burgers”, which can be cooked to customer specification.

Other foods can also be customised and customers can pay at the terminals rather than the tills.

Wireless charging

The store design also integrates tablets for general web browsing and wireless charging points for customers to charge their own mobile phones.

McDonald’s was unable to confirm whether the concept was designed in-house or if design consultancies had been involved.

Last month McDonald’s overhauled its packaging range, which was designed by Boxer and set out to be “modern and progressive” but also “simple and fresh”.

When we spoke to Boxer chief creative officer Paul Castledine he said that “McDonald’s is proud of itself” and wants to celebrate its brand.

© Joel Goodman - 07973 332324 - all rights reserved . NO ONWARD SALE OR SYNDICATION PERMITTED - ONLY FOR USE IN REPORTING THE LIVE STORY TO WHICH THE PHOTOGRAPH IS RELATED . 14/08/2015 . Hyde , UK . McDonalds' order screen and waited table service at their branch in Mottram , Hyde . Photo credit : Joel Goodman
© Joel Goodman
INTRODUCING THE SIGNATURE COLLECTION FROM McDONALD’S UK pilot for launch of new premium burgers available in three great flavours – The Classic, The BBQ and The Spicy
16/06/15. McDONALD'S NEW TECHNOLOGY & RESTAURANT SHOWCASE, HEDGE END, SOUTHAMPTON. CREDIT: DANIEL LYNCH. 07941 594 556. www.lynchpix.co.uk
By Daniel Lynch
By Daniel Lynch
By Daniel Lynch

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