Britain’s biggest fast food chain is to trial a new hole-in-the-wall style restaurant designed for ‘drop in’ customers only.
It’s the first new sort of McDonald’s branch since the burger chain introduced drive-thru outlets to the high street almost three decades ago.
The new store – called “McDonald’s To Go” – will offer a “reduced menu of freshly prepared products” available for take away.
Making the menu are favourites such as Big Macs and milkshakes, however to place an order, you’ll have to navigate its ATM-sized touch screens instead of speaking to an actual person.
McDonald’s Henry Trickey said: “It’s an exciting but challenging time to be in the restaurant sector.
“Changing tastes, new technology and more competition mean we need to continue to focus on investing in what matters most to our customers.
“We know that ‘one size doesn’t fit all’ and that’s exactly why we are launching McDonald’s to Go – to allow us to trial different formats in different locations, depending on customer needs.”
The company said the restaurant, on Fleet Street, London, has been designed with commuters and passing trade in mind, and its opening hours will “reflect the needs of that customer
Staff will mostly be kitchen workers – with those employed at the branch even wearing slightly different uniforms.
“In Fleet Street, where City workers are looking for something quick to grab on the go, it makes sense to test a smaller format – no seating and takeaway only with a reduced menu will allow us to focus on speed of service,” Trickey said.
“However, the next McDonald’s to Go could look very different.”
The company said the new concept is only the latest phase in the business’ ongoing investment strategy as it looks to develop its “restaurant experience”.
It added that while the new store is part of a trial, more branches could open across the UK as customer needs continue to evolve.