They say “if it isn’t broken, don’t fix it.” That strategy has served McDonald’s for a long time. But as the world changes, and customer demands evolve; even the fast food giant has to sit up and take notice. To that end, McDonald’s is modernizing its service.
"Five, 10 years ago, we were the dominant player in convenience, as convenience was defined in those days…But convenience continually gets redefined. And we haven't modernized." - McDonald's CEO Steve Easterbrook.
It just goes to show you that even if you’ve served 99 billion (or more!), there’s always room for growth. So what’s on tap for McDonald’s? A lot, as it turns out.
New Mobile Ordering
It may seem strange that in 2017, a major company like McDonald’s is slow to the mobile app party. However, they’ve been spending time perfecting their offering and plan to launch it nationwide later this year.
Exact details on the app are sparse, but McDonald’s believe they’ll be able to streamline drive-through orders, and maybe even launch curbside pickup with online ordering.
McDonald’s Delivery? It’s Happening
Through a partnership with Uber Eats, it’s now possible to get your food McDelivered to your door. The service has spent the last several months testing the effectiveness in a limited capacity across a handful of cities in the United States. Now, the program is available in over 7,800 restaurants in 47 countries.
This move is a major announcement for an industry (fast food) that has been hesitant to attempt delivery. Few have been able to pull it off effectively, in large part due to the low cost of the menu items. The partnership with Uber Eats will ease that burden and make the program far more efficient.
New Menu Items
McDonald’s isn’t done. They’re also upgrading their menu in an attempt to lure customers in during slow afternoon times. By emphasizing snack items such as pastries, muffin tops, and even a sundae topping station, McDonald’s is hoping to increase its off-peak revenue.
Currently only about 5% of customers visit McDonald’s between 2pm-5pm and they’re hoping a quicker, more snack-friendly approach will help.
What Does It Mean For You?
McDonald’s moves are directed specifically at reestablishing themselves as a destination for convenience, especially in the modern world. If some of the moves they’re taking sound familiar, they should. We’ve spoken at length about the rise in mobile ordering and the need to revamp your menu offerings.
The convenience food industry is changing, and McDonald’s is yet another large player that is looking to bring itself into modern times by streamlining its processes and enhancing their technological offerings. In the short-term, there’s nothing to hit the panic button over. Long-term? Changes are on the horizon.
Now is a great time to upgrade your systems and enhance your offerings. As competition for convenience shopping dollars increase, staying ahead of the trends is a winning strategy.