McDonalds Australia is Testing an Upscale Burger Customization Experience
Alyson Wyers — October 7, 2014 — Marketing
In an effort to revolutionize fast food, McDonalds Australia (otherwise known as Macca's) is trialling a gourmet burger at its Castle Hill location. It's reported that if it goes well, this option could be rolled out to all McDonalds Australia stores. The upscale burger menu is certainly a change from the standard North American selection, or even the popular choices available internationally.
In addition to the gourmet burger itself, diners can customize their sandwiches using an ordering touchscreen. This allows them to pick different buns, cheeses, sauces and toppings, including guacamole and grilled pineapple. There are 19 varied offerings in total.
The kiosk also allows customers to pick a seating location so staff can bring them their meals on a wooden tray with a metal frying basket for french fries.
In addition to the gourmet burger itself, diners can customize their sandwiches using an ordering touchscreen. This allows them to pick different buns, cheeses, sauces and toppings, including guacamole and grilled pineapple. There are 19 varied offerings in total.
The kiosk also allows customers to pick a seating location so staff can bring them their meals on a wooden tray with a metal frying basket for french fries.
Trend Themes
1. Gourmet Fast Food - Upscale customization options and gourmet ingredients are revolutionizing the fast food industry, offering a new level of personalization for customers.
2. Interactive Ordering - Ordering touchscreens and customization kiosks are transforming the fast food industry, empowering customers to create their own unique dining experience.
3. Tech-enhanced Dining - The integration of technology, such as ordering touchscreens and meal delivery systems, is reshaping the fast food industry and enhancing the dining experience.
Industry Implications
1. Fast Food - The fast food industry is embracing gourmet options and interactive ordering systems to stay competitive in the evolving market.
2. Food Technology - The integration of technology in the form of ordering touchscreens and customized menu options is disrupting the food industry, creating new opportunities for innovation and customer engagement.
3. Hospitality - The hospitality industry is being transformed by the introduction of tech-enhanced dining experiences, providing customers with personalized and efficient service.
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