As a part of brand transformation drive, McDonald's is going to launch a series of concept restaurant with better digital capabilities in India. These moves are being made to improve the customer experiences of people. It is expected that McDonald's will soon launch its 5-10 new outlets in Mumbai in the next 18 months.
This complete movement is being called ‘Experience of the future’. There would be self-ordering kiosks, healthier menu options and table service in the newly introduced McDonalds.
"This is the next phase of brand transformation for McDonald's in India. We are launching our EOTF outlets in Mumbai first and will take this to other cities over the next 2-3 years. In the next 1.5 years we could open about 5-10 outlets in Mumbai," Amit Jatia, vice-chairman, Westlife Development told PTI.
Westlife Development is the franchise owner of McDonald's in the south and west India. It intends to have 20 per cent of its restaurants as EOTF in the next 3 years, he said.
"With EOTF we want to also provide customers with brand new menu choices," he added.
McDonald's has been moving towards a healthier menu over the past few years offering lower sodium in fries and nuggets, lower calorie sauces, and preservative-free patties. The restaurant is now launching soups and salads as well.
"We are launching farm fresh salads and transitioning existing wraps to whole grain wraps. The launch followsconsumer demand for more variety" said Jatia.
The company has enhanced its efforts in the area of sustainability by installing smart handwash systems, that will help save about 4 lakh litres of water a year. It has also used power-saving LED lighting and is using reusable cups and bio-degradable cutlery in these stores.
The QSR restaurant has about 252 McDonald's outlets as of December 2016. It also operates McCaf
(With PTI Inputs)
