The latest thing about McDonald’s restaurants is that they look like anything less to a restaurant. The multinational of the golden arches has just made it clear in its homeland, the United States, with a new establishment in Los Angeles that has generated expectation in the sector, especially the local one. The reason: its design. Or rather, his approach. The hints that have been leaking from the project show that it will be the first of its kind, “On the Go”, at least in the US market, with a philosophy clearly focused on self-service and deliverywithout dining room.

For diners without diners. The news he advanced it last week at X McFranchisee, which defines itself as a chain franchisee fast foodand over the last few days it has been replicated in media such as Restaurant Business, The Sun either Quartzin some cases with confirmation from the company itself: McDonald’s has decided to test a new concept of premises in Los Angeles, an “on the go” establishment that will bear very little resemblance to traditional restaurants. Both in form and substance. It will basically focus on self-service and online ordering.

Why’s that? Because it is totally oriented to consumption outside the establishment. McFrachisee and Quartz specify that it will not have a lobby or dining room, so its activity would focus on self-service. drive throughwindow pickup and deliverywith special lockers for orders. McFrachisee accompanies his tweet with several photos in which you can see a McDonald’s location with the “On the Go” flag, lockers designed for collecting orders and a design with several access and exit lanes for transfer. vehicular.

Is it a novelty? Yes. And no. In the US the news has been received with expectation, like McDonald’s attempt to implement a first “On the Go” location of its kind in the country. The reality is that the design incorporates services that the company has already brought to other markets. Your system lockers McDeliveryfor example, designed for home delivery orders and allowing delivery drivers to pick them up without hindering other customers, have already been tested in other places. The drive-through It’s not new either. It has long been one of the company’s hallmarks.

Testing formulas. What has generated excitement is the combination and approach of the “On te Go” establishment. Also what it suggests about the multinational’s desire to innovate and test formulas. In 2022 the company of the golden arches will opened in Fort WorthTexas, its first (almost) fully automated location, in which customers place their orders through an app or screens installed in the restaurant and the food is delivered on a conveyor belt, minimizing contact with humans.

In its day McDonald’s insisted in that it was a pilot, a “test restaurant” designed basically for passing customers who were not interested in eating at the premises. “You’ll notice it’s considerably smaller than a traditional restaurant. Why? The features are geared toward customers who plan to dine at home or on the go,” clarified. Despite this, the automated formula ended up reaping some criticism.

Welcome, CosMC’s. The company has also tested other innovations, such as touch ordering screens that accept cash paymentsthus reducing the need for human cashiers, or more groundbreaking formats, such as CosMc’sa franchise of small-format establishments focused primarily on drinks and snacks. Does just one year opened the first, located in Bolingbrook, Illinois.

Why is it important? Because it shows the multinational’s attempt to gain competitiveness in a market marked by two factors: accelerated changes and strong competition. The commitment to “On the Go” stores also focuses on speed, new forms of consumption and offers a particularly attractive plus for the multinational. By eliminating lobbies and dining rooms, it allows you greater flexibility when searching for locations.

As remember Restaurant Businessa business focused entirely on self-service can set up shop in smaller, cheaper locations, which has already attracted the attention of other chains focused on self-service. fast food. That, of course, does not mean that we are going to say goodbye to traditional restaurants.

Just a few months ago McDonald’s itself announced its plans to open 200 restaurants over the next four years in Spain, which would reach 800 establishments by 2028, the vast majority (85%) managed through the franchise system.

Images | McDonald’s

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