Following a successful trial of table service in 14 McDonald’s restaurants, including the restaurant in Church Street in St Helens, the UK roll out now begins to extend its reach at the McDonald’s restaurant on Linkway, St Helens.
Table service is the newest feature at local restaurant, which underwent a major transformation last year as part of an extensive restaurant evolution programme in the UK. The changes focus on improving and creating a more exciting experience for local customers.
Technology is at the heart of the changes with digital self-order kiosks and interactive tablets for customers to enjoy while they dine; to redesigned kitchens to freshly prepare customers food to order. The addition of table service now also allows customers the choice when ordering from the digital kiosks to have their food delivered direct to their table, taking the stress out of ordering and then finding a table when carrying food. Table service will also be found at the Chalon Way restaurant, St Helens, later this year.
McDonald’s Area Manager Josh Morris who oversees seven restaurants, including the one on Linkway, said: “I am really excited to announce the launch of table service in the restaurant. All of the new features have been introduced so that we can meet our customers evolving needs and table service is a great example of that. We know that for parents for example, it can sometimes be a stressful experience ordering at the till and carrying food while keeping an eye on children, so table service enables customers to order at the self-order kiosk and then sit down at a designated zone to be served their food.”
“The introduction of table service also means that our people are in front of the counter, serving customers and helping them navigate our digital menu boards for the first time ever. It’s taken our customer service to the next level and our people and customers have really embraced it.”
The recent investment has seen major changes in front of and behind the counter. This includes the state of the art, self-order kiosks which give customers the option of a brand new experience when choosing and ordering their food at McDonald’s. They are able to browse the entire menu and check out the nutritional information of each meal at the same time. Once customers have completed their order, they pay swiftly by card or contactless, and then go straight to a designated area of the counter to pick up their order, or take a seat for table service. In the kitchens, new lay-outs and increased technology means McDonald’s iconic products will be made specially to order for customers, with every burger and wrap being freshly prepared.
Paul Pomroy, CEO, McDonald’s UK, said: “The trial of table service in 14 restaurants across England was so successful that I’m delighted to announce that we will be accelerating its roll out across all our newly transformed restaurants in 2016.
“We’ve listened to customer feedback and know we need to modernise further in order to move the McDonald’s experience on, and remain relevant to the lives of the customers we serve daily. Our converted restaurants like this one in St. Helen’s will deliver a fast and easy experience, aided by digital and traditional ordering points, ensuring we continue to be enjoyed.”
As McDonald’s constantly strives to bring more innovation to customers in the UK; the future could see even more exciting features introduced if current trials prove successful. These include the option to customise the classic burgers that customers know and love, ordering and paying by smartphone. Customers in some restaurants will also be able to enjoy interactive table-tops games whilst they share a meal and even charge their smartphones using wireless devices.