amsterdam - Customers of McDonald's quickly get to choose. The hamburger chain starts with an experiment in which people can create their own citizens. The company picks this year known international concepts such as the McCafe and the Salad Bar in Netherlands.
McDonald's Netherlands this summer got a new CEO : Manu Steijaert. Under his leadership, the company has chosen to accelerate the renewal of its restaurants. If McDonald's wants to the table control, the pilot in March this year was announced, even before the New Year expand to ten branches. Next year there will be more affiliates.
Typical of the approach of the fast food business is that a new idea is first tried out small. Guests can only their own citizens temporarily in Hoorn ' pimp' with cheese, bacon and various toppings. The Salad Bar and McCafe are coming months, reflected in four restaurants.
" We're going to try this strategy, sharpen listening and consistent application ", said the new chief executive of McDonald's Netherlands. " If something is not working, we stop it in time. If something is a success, we roll it out as quickly as possible to all of our restaurants. "
Steijaert recent years was director of McDonald's in France. There he was already involved in setting up the Salad Bar in that country. Guests can make a salad devise and which will be fresh in front of them prepared by the staff.
The McCafe is an old acquaintance. In the past, McDonald's already several of these types of coffee shops in the Netherlands. Steijaert reports that the return of the concept also involves an expansion of the breakfast assortment with them.
The more bets on options and customer experience does mean getting other forms of innovation at McDonald's less attention. Earlier this year, the chain announced another test with the mobile ordering and paying for food. That pushes McDonald's time being shelved.