NEW CONCEPTS | Staff Reporter, UK

McDonald's to roll out table service

Following positive results in its full year report for 2015, the fast food giant announced that it plans to roll out table service nationwide.

Paul Pomroy, Chief Executive Officer, McDonald’s UK, said: "The trial of table service in 14 restaurants in England, where customers place their order via our new digital kiosks and have their food brought to them, has proved so successful I’m delighted to announce that we will be accelerating its roll out across all our newly transformed restaurants from February onwards."

“We have continued to invest and innovate across our menu. The introduction of our new Signature Collection range of premium burgers in November has proved popular; currently on trial in 30 restaurants in London, the South and Manchester, but we plan to extend this to over 60 restaurants in the next six weeks."

Pomroy said the current plan for the brand is to continue to invest in customer experience, highlighting the feedback from its consumers. 

“I’m pleased with the performance of the UK business in 2015. Together with our franchisees we have delivered another strong year of growth, fuelled by a relentless focus on our customers’ evolving expectations and tastes," he said.

“Investing in our customer experience is paramount. It’s important that we continue to listen to the 3.7 million people who visit us every day and respond with even more reasons for them to come to our restaurants. Q4 was our busiest quarter ever, and despite the unusually warm and wet December, we’re proud to have achieved our highest monthly sales on record with the Spicy Chicken Winter Melt our strongest performing promotional chicken sandwich of the year and the Cheese Melt Dippers, our strongest performing sides ever."

“We opened 26 new restaurants last year and the roll out of our reimaging programme is transforming the way we serve customers, and has been a key growth driver. To date, over 300 restaurants have been refurbished and we expect a further 350 to be completed and reopened for customers by the end of the year – an average of one every day."

Pomroy said that McDonald's is also focusing on the value of its offerings.

“Customers tell us that they love the choice we offer, from new additions to the menu such as our new range of lighter Big Flavour Wraps through to the continued growth of side options such as fruit bags, carrot sticks and salads. Value has also remained a focus in 2015, with the double cheeseburger our highest selling item, and our McCafe range has continued to perform well, and we remain the biggest seller of black and white coffee in the UK," he said.

“McDonald’s continues to be a place where families can spend time together and in 2015 we launched a new kid’s sized water bottle and the mini Crispy Chicken Wrap to give customers greater choice across the Happy Meal Menu, as well as offering Roald Dahl Books to children for the first time."

“As we look ahead, in 2016 we will continue to focus on providing great value and variety, as well as invest in our restaurants, our people and our menu, to ensure customers enjoy a great experience every time they visit us.”

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