Big changes are coming to McDonald’s restaurant menus as the Chicago-based burger chain continues to “optimize” how customers place orders, make payments and receive their food, according to a spokesman.
The changes come on the heels of McDonald’s recent announcements of a new Crocs Happy Meal, mini McFlurries and the extension of a popular $5 meal through the winter.
According to a spokesperson, some McDonald’s restaurants across the U.S. will begin “transforming” entire menu boards behind the counter to highlight only promotions and popular items. At these restaurants, customers will be encouraged to order through the app or at a kiosk, which accepts cash or credit. Diners can still choose to order from crew members at the counter, the spokesman added.
Many restaurants will offer “Guest Experience Leads” to help diners with the changes, the spokesperson said.
“We are digital-forward, values-driven and culture-led and will continue to reinvent ourselves to meet our customers and restaurant teams where they are today and where they are going tomorrow,” McDonald’s USA CEO Chris Kempczinski said during a Q2 earnings call.
Customers can expect to see the changes in some newly built restaurants going forward, the spokesman added. It was not immediately clear which U.S. restaurants would adopt the changes, or what the timeline for the rollout would be.
Last year, McDonald’s announced another big change coming to dining rooms: the phasing out of soft drinks and beverage machines for self-service.
Instead, drink stations will be “crew-operated” – meaning customers will no longer hand employees a cup to fill themselves.
The change is intended to create a more consistent experience across all ordering points, a spokesperson said, including McDonald’s delivery, drive-thru, app or in-restaurant. It is expected to roll out over the next 10 years, as new restaurants are built or as existing ones are slated for remodeling.