McDonald’s Canada, who will celebrate its 50th anniversary in 2017, is revolutionizing the fast food industry by totally transforming their consumers’ experience when visiting the fast food chain.
“We want our guests to walk in and be wowed by an experience that’s modern and personalized, but still the McDonald’s they know and love.” said John Betts, president and CEO of McDonald’s Canada. And one stop at Cornwall’s modernized restaurants will show you how McDonald’s is re-writing the rules of guest service with customizable menu options, new technology and a best-in-class customer service.
I personally visited for the first time last week when taking my son over for his birthday dinner. I wasn’t expecting this new concept. “What have you done with my McDonald’s,” I thought as I looked at the high tech, touch screen kiosk, but in a good way.
A “Guest Experience Leader” was waiting on hand and immediately offered to guide me through my first time, ensuring a memorable dining experience. With her help, I built my own burger, tailored to my taste, with numerous new options such as tomato pesto, blue cheese, caramelized onions or guacamole, then took a fancy shmancy electronic number locator and proceeded to sit down and wait. Shortly after, the hot gourmet burger was brought to my table, along with hot crispy fries, a drink, salt and ketchup. I didn’t have to lift a finger! I was honestly impressed not only by the freshness of the food I ordered, cooked to perfection and dressed with all my favourites, but more so by the level of service I witnessed.
Of course, my first reaction was to think “how long will that last?”
When looking at the social media chatter, this seemed to be the main question, and concern, on the general public’s mind. Most people are leery this surge of service will last but as long as it takes to train the masses, then dissipate to eliminate the traditional customer service, cut jobs and get rid of people interaction.
However, one phone call to Michelle Yao, Communications Manager for McDonald’s Restaurants of Canada Limited, Ontario Region, nipped that thought right in the bud.
“It’s quite the opposite. The local franchisee who owns restaurants in Cornwall and Brockville has hired over 50 new employees so far with the roll out of the new concept,” said Yao in an interview with the Seeker. McDonald’s Canada expects to grow to 100,000 people across its corporate and franchised restaurants by the end of 2017.
This concept, although new to Canada, has been tested and proven in other countries. “The Create Your Taste burger concept is available in Australia, France, China, Poland, the U.K. and select markets in the U.S.” continued Yao.
We’ve already been there 4 times in the last 2 weeks and even though the cost is considerably higher than that of a regular Extra Value Meal—some $12.00 as opposed to the average $7.00—it is well worth the money. It’s no wonder I’m sold! My McDonald’s is now a place the kids and the parents can equally enjoy. Now if they only could get some sweet potato fries!