Wakefield McDonald's Set to Unveil Brand New Digital Offering

16 December 2015

McDonald’s on Dewsbury Road has undergone an exciting transformation following local franchisee Anne Wainwright’s investment in improving the experience for local customers. These major developments will provide the foundations for current and future changes to the McDonald’s menu and service experience.

This significant investment demonstrates the ongoing commitment from all McDonald’s franchisees’ to towns and cities across the UK and signals the start of an extensive restaurant evolution programme. Many of the new features have begun to appear in other McDonald’s restaurants in the UK but this is the first in Wakefield

Digital innovation is at the heart of the transformation. The big changes focus on providing customers with more choice as to how they order and pay, adapting how the food is prepared and served and offering new technological features to create an environment that is even more welcoming and enjoyable. As part of the renovations the dining area will be enlarged with an internal play area for children, and the Drive-Thru extended to dual lane.

State of the art, self-order kiosks will give customers the option of a brand new experience when choosing and ordering their food at McDonald’s. They will be able to browse the entire menu and check out the nutritional information of each meal at the same time. Once customers have completed their order, they’ll pay swiftly by card or contactless, and then go straight to a designated area of the counter to pick up their order. In the kitchens, new lay-outs and increased technology means McDonald’s iconic products will be made specially to order for customers, with every burger and wrap being freshly prepared.

To complete the digital transformation, free to use tablets will be installed at some tables for customers who want to check their newsfeed and emails or play the latest games. The restaurant redesigns will also include a striking new décor to create an enjoyable space for everyone to enjoy.

McDonald’s franchisee Anne Wainwright started her career eight years ago and now runs three restaurants across Leeds, as well as the restaurant being transformed in Wakefield. Her restaurants contribute £4.1m to the local economy and she employs almost 400 people*. She said:

“We’re thrilled with the transformation that’s taking place because we’re committed to offering our customers’ more choice and fast service.

Technology has a huge role to play in all walks of life, including our customers’ eating out experience, so the new tech we’ve introduced recognises the way people live their lives today. I know my team will be very positive about the changes and will enjoy the new ways of working. To ensure we continue to create an outstanding customer experience, I am also continuing to invest in my people through our industry-leading training programmes and career opportunities.”

Paul Pomroy CEO, McDonald’s UK, said:

“We are confident that the investment we are making will bring new and exciting changes to McDonald’s in Wakefield and across the rest of the UK. We’ve listened to customer feedback and know we need to modernise further in order to move the McDonald’s experience on, and remain relevant to the lives of the 3 million customers that we serve daily. Our converted restaurants like this one to take place in Wakefield will deliver a fast and easy experience, aided by digital and traditional ordering points ensuring we continue to be enjoyed by our customers.”

As McDonald’s constantly strives to bring more innovation to customers in the UK; the future could see even more exciting features introduced if current trials prove successful. This could include the option to customise the classic burgers that customers know and love, ordering and paying by smartphone. A small number of restaurants are trialling ‘table service’, with the option to have food delivered direct to where people are sitting. Customers in some restaurants will also be able to enjoy interactive table-tops games whilst they share a meal and even charge their smartphones using wireless charging devices.