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McDonald’s launches concept restaurants as part of brand transformation

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As part of a brand transformation, McDonald’s India is launching a series of concept restaurants with enhanced digital capabilities to improve customer experience, and expects to open 5-10 outlets in Mumbai in the next 18 months. Called ‘Experience of the Future’ (EOTF), the McDonald’s outlet in Mumbai features self-ordering kiosks, table service, and has also introduced several healthy options on the menu.

“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 two-three years. In the next 1.5 years we could open about 5-10 outlets in Mumbai,” said Amit Jatia, vice-chairman, Westlife Development.

Westlife Development is the franchise owner of McDonald’s in South and West India. It intends to have 20 per cent of its restaurants as EOTF in the next three years.

“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 wholegrain wraps. The launch follows consumer 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 four 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 outlets as of December 2016. It also operates McCafés to enable WDL to broaden its addressable market beyond the QSR industry and grow baseline sales.

McDonald’s has also refreshed its delivery application, and has said that about 50 per cent of sales comes from online ordering, through its app and website.



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