McDonald''s opens first store in São Paulo

Amid the explosion of hamburger stands and craft a crisis that hit the power sector outside the home (the stores open more than a year were discharged from 0.3% in nominal revenue in 2016, well below the 6.29%) inflation, McDonald''s attempts to reshape to ensure your space – which comes in Brazil, with decreasing the advancement of Burger King and Subway.
The company opens today your first drive in new format, at the intersection of Avenida Brazil Henrique Street Schaumann, in São Paulo. The store will have self-service machines and tablets on the tables at the disposal of customers. On site, you can customize a request by adding sauces and other items such as dijon mustard sandwiches or white cheddar cheese gifts on premium line Signature, launched last year to compete with the fast-food hamburgers.
These changes, which should reach the 904 brand units in the country within two years, are part of the company''s strategy to grow back over your competitors. In Brazil, the McDonald''s closed last year with 7% of the market, which meant a fall of 2.5 percentage points in five years, according to Euromonitor.
The transformation of the network, however, is not restricted to the Brazilian market and is happening around the world, in a project of the World President of the McDonald''s, Steve Easterbrook. The Executive assumed office in March 2015, and three months later, argued that the brand should be transformed into a "modern company of hamburger". The leader presented a restructuring plan, with a focus on the products that the consumer wants. " This includes changes to key points of operation, such as the redesign of shops, the waiting time for a snack and a more flexible menu.
Exchange. For the specialist, the ECD consulting Donna Enzo, when McDonald''s says that the client is more flexible with the wait, does that mean that, for the brand, worth face a complaint for a possible delay than risk losing quality. "The consumer of McDonald''s has less than 40 years old and is very critical. The network did not want to bear the cost of claims in social media. "
In spite of automation in meeting, Calderon says that the network doesn''t replace employees for robots. "We will use part of the attendants to assist consumers in the machines and another part in the kitchen."