Customer Service At A Premium – McDonald’s Offers Table Service To Combat Falling Sales
The restaurant hopes to revive interest in its brand by offering customers the option to order from their seats.
McDonald’s is to offer its customers table service in an attempt to stimulate consumer interest following a drop in sales revenue.
A trial is under way at a restaurant in Manchester where customers choose their seat and use a fixed computer tablet to place their order, which is then brought to their table.
The service is already available in Australia, Switzerland, France and Germany and if successful in the UK the company plans to roll it out nationwide.
McDonald’s has struggled to increase profits recently in the face of growing consumer choice.
Global sales have taken a serious nose-dive of late; last week the company announced that global comparable sales had fallen 0.7%, and that income fell 16%.
A spokesperson for McDonald’s UK said: “To meet customers’ evolving expectations we are investing in our restaurants to create an exciting new environment and improve the customer experience.
“We are testing some new concepts, such as table service, whereby customers place their order via our new digital kiosks and then have their food brought to them.
“It is currently on test in our Mottram restaurant in Greater Manchester, but with plans to increase the trial over the coming month.
“It’s an idea that has been successfully launched in other McDonald’s markets including France, Germany and Australia, and we are keen to see if it will prove as popular with customers in the UK.”
The Moral of the Story; perhaps if companies paid really close attention to customers then remedial action such as this would not be needed. What makes this worse is that it makes greater commercial sense to retain the customers that you have already won rather than attempting to find new ones!