Project: McDonalds Experience of the Future
Scale: 110 stores across the UK
What do McDonalds customers want? Apart from food, they’re looking for simplicity, ease and convenience. McDonalds realised their customers weren’t necessarily getting those things, and set out to improve the customer experience and build a stronger customer base.
They asked us to help design and implement a ‘McDonalds Experience For the Future’ across the UK. That meant simpler ways to order, faster turnaround and improved customer environment. It also meant breaking into the digital world, a relatively new venture for the company.
McDonalds wanted to bring in new technologies, like digital kiosks for ordering food and WiFi connected tablets co customers can browse the web, play games or connect to social media while in store. That’s not only new to McDonalds, it’s new to the entire sector.
Working closely with stakeholders including franchisees, employees, architects, the operations team, contractors, HSE and planning advisors, we helped to design the improved store environments, and manage implementation of the new design in each individual store. We offered support during installation, and helped to make sure consistent quality in each one.
Customers were immediately at ease with the idea, and understood how it affected them and the options they had in-store. McDonalds now has a sustainable plan to improve kitchen capacity and capability, as well as quality, speed, efficiency, simplicity and environment for customers.
The system is already in place in around half of McDonalds UK franchises, and it’s having a very positive impact. Restaurants have seen 4% growth in drive-thru custom, and 8% in store. In the last 12 months, they’ve had one billion customers visits – that’s more than Starbucks, Costa and Burger King combined. And it’s serving 50m more customers than two years ago.
We’re excited to be part of this ongoing project, and look forward to continuing to work with McDonalds as they implement their plans for a strong future.