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McDonald’s Launches Small-Format Concept

It features an order-ahead lane that allows customers to receive mobile orders via a conveyor belt




Courtesy of McDonald’s

McDonald’s (Chicago) is testing its first small-format store designed to capture more digital, take-out and delivery business.

Located outside Fort Worth, Texas, the store features an order-ahead lane that allows customers to skip the drive-thru lane and pick up their orders via a food and beverage conveyor.

Inside the restaurant, there’s a delivery pick-up room for couriers, as well as kiosks where customers can place their orders to go. Outside, there are several parking spaces dedicated to curbside order pick-up, as well as designated parking spaces for delivery drivers.

“The technology in this restaurant not only allows us to serve our customers in new, innovative ways, it gives our restaurant team the ability to concentrate more on order speed and accuracy, which makes the experience more enjoyable for everyone,” says Keith Vanecek, the franchisee operating the test restaurant.

In a recent earnings call, as Restaurant Dive noted, McDonald’s CEO Chris Kempczinski said there is room for U.S. digital sales growth based on digital sales in other countries. Currently, about 25 percent of the fast-food chain’s U.S. sales are made through its app.






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