Located in the heart of New York City, this McDonald's restaurant of the future concept promotes the casual food brand's Create Your Taste campaign. The brand's interactive menu was first released with in-store ordering kiosks that let patrons customize their meal conveniently.
This particular restaurant location features the interactive kiosks throughout and targets a younger market with its digitized elements and upscale service. Once patrons have personalized their meal on one of the restaurant's touchscreen ordering kiosks, they can pay for it digitally and will be given a table locator that will signal them when their meal is ready to pick up.
This restaurant of the future concept also gives patrons the option of dining in by having food served to their table rather than having to pick it up themselves.
Contemporary Casual Eateries
The McDonald's Restaurant of the Future Location is Interactive
Trend Themes
1. Interactive Ordering Kiosks - Identify opportunities to implement interactive ordering kiosks in casual eateries to enhance the customer experience and streamline the ordering process.
2. Digitized Elements - Explore ways to incorporate digitized elements in restaurant locations to attract a younger market and create a more modern and engaging dining experience.
3. Table Service - Consider offering table service in casual eateries as an option to provide convenience and enhance the overall dining experience for customers.
Industry Implications
1. Fast Food - Create disruptive innovation opportunities by integrating interactive ordering kiosks and digitized elements into the fast food industry to revolutionize the customer experience.
2. Restaurant Technology - Explore technological advancements in the restaurant industry to develop innovative solutions that enhance customer engagement, such as interactive ordering kiosks and digitized elements.
3. Hospitality Services - Leverage table service options in casual eateries to transform the hospitality industry and provide customers with a more convenient and personalized dining experience.