After upscale menu, McDonald''s will '' gourmetizar '' service in store

São Paulo-With the arrival of new competitors in the fast-food business-like Wendy''s and Taco Bell and the proliferation of gourmet hamburger stands, u.s.-based McDonald''s need to adapt to a consumer who seeks best experiences. To do this, the network has increased the menu with sandwiches and want to customize the service in the store.
To experts consulted by the DCI, the changes promoted by McDonald''s are positive, and can yield up to an increase in customer spending. According to a survey by consultancy Gouvea de Souza, the average ticket for consumers in fast-foods in the country is $ 14. Already classified as "modern fast-food" (as the hamburger stands gourmets) the average ticket goes up to $ 17.
In the same line of thought, the retail expert and Managing Director of BA | Stockler, William Siriani, confirms that the sophistications, both in attendance and in the menu, are a trend in the industry to keep up front at gourmet eateries.
"Find this customization is a way of approaching the consumer, which today calls for that to happen. The networks of traditional fast food, McDonald''s should be out in the forefront of this movement, but the others must follow in his footsteps. "
According to the President of the Brazil Division of Arcos Dorados, the company that operates McDonald''s restaurants throughout Latin America, Paul Calderon, gradually, all 884 stores the company operates today in Brazil must be prepared with the new proposal for a relationship, and the change involves innovation review how customers are serviced in stores.
"[The colorful uniforms] are a test. From next year, they [attendants] choose your own uniform, in order to make them more comfortable. We are also with a proposal of innovation in the lounge, where a host or hostess will receive and interact with our customers ".
According to Calderon, the more comfortable they are employees, the better they will treat customers, so the decision to relax the dress code of the teams.
What the client wants?
The change in attendance is more an attempt by McDonald''s to attract customers against the competitors '' gourmetizados ''. This year, the fast-food giant has expanded its menu to draw the attention of those customers, and included a line '' gourmet '' called by the '' Signature '' line.
"The Signature line was a way to improve our menu on the market," explained Camargo, supplementing "Are two projects that we developed in Brazil and that can even be exported," said the Executive.
The results, according to Camargo, have been positive. Even without opening numbers, the Executive ensures that the network sold more snacks in the first half of this year, compared with the same period last year. The beginning of the second semester has followed the same line.
In the second quarter of this year, the net profit recorded Arcos Dorados of $ 43,400,000, compared to the gain of $ 7,000,000 in the same period last year.
On average, according to McDonald''s, the world''s largest network of restaurants sell about 400 Big Mac''s-flagship of the brand-a day on Saturdays, the busiest day of the week, the number can exceed 1,200.
Competition
Bob''s competitor is another that follows the model of relationship with the consumer. According to the network, from 2014, a new concept, which includes architectural design of stores includes the new profile of customer service adopted by the brazilian network.
"The total investment in the project is R$ which includes marketing still 150,000,000 and the reformulation of 50 units of the network", reported, in a note, Bob''s.
The plan involves the recovery of living spaces and the possibility of customization of products. More than a tendency of power industry, the approach and customization of customer service, in the vision of Siriani, BA | Stockler, is a movement that has occurred, including in other retail sectors, such as clothing. "It''s a way to let that care less and less mechanized. You give life to this service, making the client a guy with more important role than just a buyer of their products ", analyzes it.