McDonald's announced in June that it would resell the operating rights of some 350 subsidiaries in Taiwan, indicating that the current operating conditions are not as good as before. Not only in Taiwan, the restaurant yield in China in the first quarter of this year fell by 4.8%. In order to stimulate buying, McDonald's launched its own burger service “Create Your Taste†in five markets in the US, Australia, New Zealand, Singapore and Kuwait. This month, we also launched the Chinese version of “I Created in two concept stores in Shanghai, China. I am here, and I will open another one in Guangzhou this year. It is expected to promote Beijing and Shenzhen next year.
I can create my own burger through the “I create my taste†touch order machine, and there are five steps in the ordering process. The customer first has three kinds of bread (including bread or lettuce package), three kinds of cheese, four kinds of vegetables, eight kinds of sauces and six kinds of ingredients to choose from, except for the original bread, only one can be selected, and the rest can be purchased separately. 3 to 10 species. However, compared with McDonald's average package of about 20 yuan (about NT$100), the price of homemade burgers is 42 yuan (about NT$210), which is twice as expensive, and depending on the amount of ingredients, it needs to be discretionary. Increase the price.
There is a vibration informing device next to the ordering machine. The number on the informing device is input into the ordering machine, and the informing device and the table number are bound. Once the meal is completed, the informing device will vibrate, and the service personnel can send the meal to the customer table. on. Finally, the amount due will appear on the screen, and the customer can complete the order after the checkout at the POS card system below. It takes only 10 minutes from the time of ordering to the time the meal appears on the table. Although this breaks the traditional fast food service model of McDonald's, it is in line with McDonald's pursuit of fast.
The homemade burger service suite has a big data analytics application that stores and calculates consumer taste preferences and trends behind each ordering screen. With the rising consumption standards, Liu Xinqi, an analyst at the market research institute Mindite, found: “People need more balanced nutrition, and the menus that emphasize 'oatmeal' and 'vegetable' are more popular with consumers.†She believes that McDonald’s The burger still can't improve the health of the food itself. “Traditional fast food restaurants still have to work hard to change their 'unhealthy' image.†Otherwise, consumers will only want to enter the experiential restaurant, resulting in a short-term rapid popularity.
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