McDonald’s has expanded its new dining model “experience of the future” (EotF) to 60 stores in Hong Kong which puts stress on technology like self-order kiosks and mobile ordering to win customers from competing quick-service restaurants.
The new dining model, experience of the future, will focus on four pillars: menu innovation, customer experience, digital ordering and delivery.
"My Signature" allows customers to choose burger ingredients in three steps: first pick a taste such as "Garden Breeze", "Cheesy Champigno" or "Spicy Jalapeno"; then choose the bread; and last the meat. In all 27 combinations will be available and cost $45 on average.
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The world's largest burger chain features touchscreen kiosks which customers can use to place and customise orders.
McDonald’s also provides USB charging stations and meal delivery service for customers after 6pm.
The new model is expected to be extended to 100 stores by the end of the year. A new mobile app, Global Mobile App, will allow customers to make orders on their phones will also be launched soon.
To promote the new offers, the fast food giant has also rolled out outdoor billboard ads along the entrance of the cross-harbour tunnel in Hung Hom.
McDonald's Hong Kong managing director Randy Lai said during last year's "create your taste" trial more than 200 burger meals were sold every day. While the market price for high-quality burgers ranged from $60 to $100, she said: "We are launching into the market for below $40."
The chain also promised to increase the salary of its 15,000 staff by 3-4% next month and will also recruit about 10,000 people this year.
Earlier this year, McDonald's agreed to sell the bulk of its China and Hong Kong business to Chinese conglomerate CITIC and Carlyle Group for US$2.1 billion.
McDonald's Hong Kong said new investors are supportive of the launch of new services.