McDonald’s previews ‘experience of the future’
A newly conceived McDonald’s in Daegu, South Korea, will give customers an ‘experience of the future.’
McDonald’s included a pack of surprisingly bold McNuggets with its Investor Day in downtown Chicago last month as the fast-food giant unveiled plans for meal delivery, app-based mobile ordering, curbside pickup and a “more modern, more exciting restaurant environment” as part of its new Experience of the Future restaurant concept that’s already delivering sales gains in markets outside of the United States. Calling delivery “one of the most significant disruptions in the restaurant business today,” McDonald’s committed to technological upgrades, in-store changes and partnership with third-party delivery providers to expand its customer base and win back previously loyal customers who have migrated to other, presumably fresher brands in recent years. Explaining its strategy, the company portrayed the McDonald’s system as uniquely positioned to capitalize on current trends—delivery, technology, speed of service—which is a notably modern outlook that runs counter to much of the press the QSR giant has received in recent years. McDonald’s said nearly 75 percent of the population lives within three miles of a McD’s.