McDonald’s Launches Wave Of New Restaurants Focused On Customer Experience, Job Creation

November 18, 2016  |  


It’s no secret that fast food restaurant chains are taking a hit as many Americans are choosing healthier dining options.  However, McDonald’s is hoping to push past this trend with the launch of new and improved U.S. restaurants. The company plans to bring you more locations that are geared toward improving customer experience and satisfaction. Changes include self-order kiosks to ensure higher customer order satisfaction and expedited ordering time, table service delivered by crew members to provide a more enjoyable dining experience, restaurant redesigns and more payment methods–including Apple Pay.


McDonald’s progressive step forward focuses on great atmosphere, talent, and above all, great customer experience. CEO Steve Easterbrook stated that customer experience will be at the forefront from now on, and in making that a possible priority, hiring a talented staff is key. When asked how these changes will affect existing employees, Steve Easterbrook said, “The reality is that job creation will work two ways: One, we’re going to be searching from within our existing crew for new hires for all of the hospitality roles we are offering. And secondly, as we continue to grow the business, clearly we need more staff at each restaurant to meet the demand. So for us we believe there [are] important job creation opportunit[ies] but really, it’s just the opportunity for us to bring a whole new skill set into our restaurants […]”

According to U.S. McDonald’s president Chris Kempczinski, the new changes will enable hiring of 1000 new crew members. A “redeployment of labor” will also occur where crew staff will move from behind the counter to hospitality roles in front of the counter.

Other exciting additions includes: menu changes to feature higher quality ingredients, menu customization, hand-crafted sandwiches, more salads and more varieties of baked goods. Customers will now be able to customize sandwiches and even order a chocolate chip brownie or croissant.


To keep the momentum going, more adjustments will be made to enhance McDonald’s brand as progressive and in tune with customer’s needs. Future changes include mobile payments via the McDonald’s app where customers may order and pay for food using their phone.

The U.S. rollout of restaurants will launch in major metropolitan markets including Seattle, San Francisco, Boston, New York City and Washington, D.C. in 2017. Internationally, these “new age” restaurants have been in action for some time and with generally positive responses.

Stay tuned next year for fast food dining of the future!

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