McDonald's to increase no. of self-service kiosks, goes for healthier menu

Fast-food chain McDonald’s, which rolled out self-order kiosks last year, is looking to give more of its outlets a tech update. To tackle the problem of long waits and in the interest of quick service, the brand had introduced self-order kiosks at a few of its outlets last year. Following the success of the initiative, McDonald’s is looking to expand the number of outlets that offer the service.

“We have about 6-8 self-ordering kiosks and one of our busiest restaurants is the one at Kalamboli on way to Pune just before the Expressway. The kind of volumes we see there is unprecedented. The self-order kiosks there have significantly reduced crowding at the front counter. We introduced the self-order kiosks at some food courts also and we are seeing extremely good results over there as well. So, there will be a tremendous expansion of these self-order kiosks,” said Amit Jatia, Vice-Chairman, Westlife Development Limited.

The brand already clocks 50% of its sales on its app. McDonald’s launched its app in 2014 and updated it in 2016 to make it more customer friendly and increase convenience.

McDonald’s had also re-engineered its menu to make the food more wholesome and nutritious. The food giant has developed a menu that offers a wide array of choices to suit different preferences.

To make their food healthier and more nutritious, the brand incorporated a few changes. For example, sodium across fries, nuggets, patties and sauces has been reduced by over 20%. Oil content in mayonnaise has been reduced by 40%. Also, McDonald’s patties are now 100% artificial preservative-free. The patties have been fortified with natural dietary fibre to make them wholesome. This also helps reduce oil absorption. The dietary fibre content in the flagship patties has gone up by as much as 20-25%.

Jatia, said, “Our customers are increasingly adopting healthier lifestyles and trust brands that behave responsibly and transparently, especially when it comes to food. Our goal has always been to build a better McDonald’s by making little changes that add up to a big difference. All modifications in ‘The Good Food Story’ are a result of over three years of persistent re-engineering of our products just so that we could offer more wholesome and balanced food choices to our customers at a great value.”

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