McDonald’s is poised to trial more flexible restaurant layouts and customised menu options as part of a post-pandemic growth strategy aimed at cementing its fast food leadership in the UK.
The chain intends to open more than 50 new branches across the UK and Ireland this year, and will recruit 20,000 staff to support the drive and expand capacity in existing restaurants as the market unlocks.
McDonald’s is wary of the radical changes taking place on UK high streets and is eager to ensure its outlets remain “fit for the future”.
Management have been devising a strategy to ensure the experience it offers meets the latest customer preferences and expectations.
McDonald’s will upgrade restaurants to ensure they are more experience-led, with a greater focus on customisation and personalisation.
It plans to introduce grab-and-go options in areas with a high worker population and improved click and collect facilities, building on the success of ‘click & serve’, which it introduced last year.
It is also trialling more flexible restaurant layouts to adapt to the different ways customers use its restaurants at different times of the day.
Paul Pomroy, CEO, McDonald’s UK & Ireland, stated: “Since we first opened our doors in 1974, we’ve created over two million jobs – giving people the opportunity to train and develop in a flexible environment where everyone can be themselves and excel. It’s fantastic to be able to offer an additional 20,000 people an opportunity to work with us.
“There is no doubt the pandemic has had a huge impact on many people’s employment opportunities and threatened the future of high streets up and down the country.
“Our 1,400 restaurants are run by 200 local franchisees which means we have a personal stake in every one of our communities. It’s a big responsibility, and the moves we’ve announced today reflect our commitment to continue to innovate and invest in the local communities and economies we serve.”