McDonald''s will serve customers at the table in Brazil

After releasing a line of premium sandwiches in 2016, McDonald''s will continue the process of changes in your network. The company might even challenge the concept of fast food, which is ultimate symbol. The service at the table, which was started in some restaurants in markets such as United States and England, will be tested in Brazil from 2017. According to the Vice President of marketing for McDonald''s, Roberto Gnypek, the new model will not be mere curiosity. "In a short space of time, the perception of the network will be far from that today."
Already in the first half of next year, the company will introduce these innovations in a unit dubbed the "restaurant of the future", which will work on Avenida Henrique Schaumann, in São Paulo. In addition to the service at the table, other new features that are now available to a limited extent abroad should be submitted here. Among them are a self-service electronic Panel and the possibility for the consumer to interact with the restaurant, modifying the background music, for example.
According to the Executive, the launch of the line of Signature sandwiches – whose "combo" is sold today to $30, about 30% higher than conventional products-network was a way to pave the way for this new transformation. "Premium products isn''t the only way to expand the customer experience," says Gnypek. "Let''s bring this news (in 2017) and adopt them if they are relevant to the consumer. I think all our restaurants in Brazil will be aligned to these innovations in two to three years. "
The Executive explained that the company will redesign the stores to ensure that traditional care and the "specialized" to live together in the same space.
The results obtained with the Signature line in 2016 are seen by the network of fast food as a sign that the client is open to novelties. When changing the premium line products, McDonald''s says it has been able to expand sales of the segment in 10%. In addition, the highest average price of these products has contributed to the average purchase value grew up in inflation in the year. In the third quarter, revenues at McDonald''s in Brazil grew by 14.5%, according to the balance of the Arcos Dorados, operator of the brand in Latin America.
Reaction. For the consultant Sergio Molinari, a partner in the Food Consulting, consulting firm specializing in food outside the home, the McDonald''s in change is a reaction to the expansion of networks positioned above the fast-food – a segment which, in Brazil, is home to networks such as Spoleto and Outback, among others.
"McDonald''s is reacting to market reality, but as a leader, has the power to accelerate the trend," says the expert. He warns that the movement must be done carefully because a more specialized service embeds labor expenses. In addition, products with best ingredients also have higher cost. "The investment can not overcome the extra revenue."
The expert believes that McDonald''s will only until the "half-way" in the move. "I think we should have more staff to deliver orders (made in the customer box) what exactly waiters."