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- McDonald’s announced new packaging, drive-thru technology and an application in an investor call.
- The restaurant is working to increase drive-thru efficiency and optimize layouts.
- During the pandemic, up to 70% of orders came through drive-thrus in some markets.
- Visit the Business Insider home page for more stories.
McDonald’s is testing new drive-thru concepts and optimizing designs, the international fast-food giant said in a recent call to investors.
McDonald’s will test different drive-thru concepts that will allow customers to order through a new app, skip lines, park in special pick-up spaces, and some restaurants will offer only delivery and takeout. The company says the concepts could be tested in up to 10,000 stores next year.
Self-service orders have grown in the fast food industry since the pandemic closed many dining rooms, and McDonald’s has been quietly working to shorten wait times since March. During COVID, McDonald’s says that 70% of sales in major markets are self-service orders. In October, wait times had been reduced by 20 seconds during the quarter. McDonald’s is already a huge drive-thru success, with 25,000 worldwide, with plans to “increase the speed of service … make it more personal … make it more convenient,” said Lucy Brady, chief of digital engagement for the McDonald’s customer on the call.
In addition to increasing self-service efficiency and simplifying the menu, McDonald’s introduced new packaging that will be rolled out to all restaurants in the next two years, so it says it will be a consistent look, “so it doesn’t matter where world is, it can detect the same bag, “the company said in a press release.
Take a look at the new packaging and drive-thru concepts here.
McDonald’s introduced a chain-wide packaging “upgrade.”
The new packaging is “modern, fresh and fun” according to McDonald’s in bright colors with simple patterns that reference what is inside the containers.
For example, the Filet-O-Fish will come in the typical sandwich container, but decorated with blue waves.
“Simple and bold graphics that nod to items on our world-famous menu are combined with a playful nod to whatever flavorful item it contains. Think melting drippings of cheese in a quarter-pound box with cheese,” he said. McDonald’s in a statement.
Bubbles in cold drink glasses have the same effect.
The new packaging is planned to be rolled out at all McDonald’s over the next two years.
McDonald’s restaurant will also see some changes with drive thru proofs of concept.
Take-out restaurants will focus on take-out and delivery orders, with little to no seating and smaller areas than normal restaurants.
Express drive thrus will add additional lanes for customers who ordered food through the app.
McDonald’s says that food can even get to the car via a conveyor belt.
Dedicated parking spaces will also be tested for quick pickup requests.
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