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McDonald’s Canada has announced a game-changer. A complete brand redesign, introduced to Albertans first.
For years, we have been able to customize our coffee orders at our local coffee shops (can I get a double venti soy latte, no foam and extra hot?). Now it’s the hamburger’s turn.
In every restaurant in Alberta, McDonald’s has installed self-order kiosks featuring touch screens for customers to personalize and pay for their orders. The word, “personalize”, is taken to a whole other level when you choose the “create your taste” menu option. With this new option, you are able to build your dream burger from the bottom up, choosing from 30 different options. Along with the list of burger toppings you’d expect to see from McDonald’s (the ketchup, mustard and big mac sauce), you’ll also be surprised by a few new specialties. From guacamole and garlic aioli, all the way to caramelized onions, mushrooms, five types of cheese and specialty hamburger buns. Be prepared to spoil yourself.
These custom burgers do take a few minutes longer to create, so with that McDonald’s has brought in an extra personal touch. After ordering from the kiosk, you will pick a pager, and take a seat at your favourite table. Your meal will be delivered directly to you, presented with a bistro-chic twist. Your fries will be served in metal baskets, your meal presented on a vintage-style cutting board tray.
Our initial reactions may include one of fear for jobs lost and replaced by technology. But this is certainly not the case. McDonald’s Canada reports that this initiative will actually create 15 000 jobs Canada-wide. That’s 3 jobs per franchise to accommodate the addition of table-side service.
Don’t worry, for those of you who are not a fan of change and like things the way they are – things don’t have to change for you. All of your traditional menu options will still be available and you can continue to line up the old-fashioned way to order all your favourites.
