McDonald's is experimenting with a new format.
The test restaurant is the first of its kind for Mcdonald's. Customers can drive up and get mobile orders from a conveyer belt. The customers will be able to use the drive-up.
The restaurant's interior is designed to quickly serve up to go orders. Customers can pick up their orders from kiosks. Dedicated parking spots and a separate room will be provided for delivery drivers.
The technology in this restaurant allows us to serve our customers in new, innovative ways, it gives our restaurant team the ability to concentrate more on order speed and accuracy, which makes the experience more enjoyable for everyone."
McDonald's says that about 25% of US sales are digital through the app, kiosk, or delivery orders, and 70% of orders go through the drive-
Similar changes have already been implemented by fast-food competitors. The Chipotlane is similar to the order-ahead line in the Mcdonald's test store. Go Mobile restaurant formats allow customers to place their orders from the drive-through lanes. In June, the fast food chain announced a test run of an express drive-through lane for mobile orders.
In the quick service industry, pickup shelves for mobile orders have become a standard feature, as have dedicated areas for customers to grab mobile orders.
Smaller footprints and lower staff needs make these new formats potentially more profitable for chains. Jack Hartung told investors last year that Chipotlanes offer higher margins than a traditional burrito joint. He said they have higher sales and are more efficient than the chain. The smaller store formats can be more economical in areas with high real estate costs.
White Settlement is the location of the McDonald's test. If Mcdonald's follows the pattern of other fast food chains, it could expand further. McDonald's said in a statement that it's testing and learning with this location.
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