McDonald’s goes gourmet

McDonald'sMcDonald’s has opened a purpose built Customer Learning Lab restaurant in Castle Hill in Sydney’s west, giving customers a glimpse into the future of McDonald’s in Australia.

The restaurant is the first to offer a new customisable gourmet burger menu, Create Your Taste. Using digital kiosks, customers can build their own burgers from scratch choosing from 19 ingredients.

The Create Your Taste gourmet burger and table service experience will be rolled out in all restaurants over the next six to nine months.

The Castle Hill restaurant is the first of many new initiatives that will be implemented around the country, with the aim of adapting the service and food experience McDonald’s offers its customers to suit the changing pace of their lives.

Through new technology, customer service approaches and menu options, decisions about how McDonald’s will serve Australians in the future is being placed fully in the hands of customers.

The innovations McDonald’s plans to rollout to restaurants nationwide over the next three years include self service digital kiosks, table service, a mobile ordering app, digital menu boards, home delivery, and McCafé barista made coffee for drive through customers.

Andrew Gregory, CEO, McDonald’s Australia, says the change has been led by customers.

“McDonald’s is innovating and changing again to meet the needs of our customers. All of our innovations have been led by Australians. What we’re really doing here is just what our customers have asked us to do,” Gregory said.

“An important part of our new learning lab restaurants is that we take customers along the journey with us and get their feedback – we want to make sure Macca’s restaurants of the future are what Aussies ordered.”

Three more Customer Learning Labs will open this year, with a further 10 planned in early 2015 before a full rollout.

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