This Is How You Place An Order At Mcdonald?s EOTF

Posted by Ritu Kumari on March 23rd, 2017

When Westlife Development, the company that owns Hardcastle Restaurants, which manages the McDonald’s India (West & South) franchise, came up with renovating the look and feel of its restaurants, it thought of something futuristic. Thus was an ‘Experience Of The Future’ (EOTF) restaurant created, the first of which is at the CR2 Mall at the busy office and residential hub of Nariman Point, in South Mumbai.

The EOTF restaurant offers customers digital self-service kiosks where they can experience an altogether new and convenient way of ordering their favourite McDonald’s food. They can say bye-bye to the usual queues one finds while ordering food at a Quick Service Restaurant where the footfalls are high.

Now, one can simply go to a kiosk at the EOTF restaurant, make a selection of burgers, wraps, etc, besides choice of drink, and then place an order. Once the order has been paid for, that too digitally, the staff will come to serve them at their table – a first in the QSR space. How does the staff identify a customer who has placed an order? The staff are guided by a Radio Frequency Identification Device (RFID), which helps them bring the food to the right table.

The EOTF restaurant in Mumbai dramatically enhances customer experience besides redefining customer convenience.

It spells a best-in-class experience, when it comes to an ordering process that empowers customers by giving them the right to customize their orders; improved staff roles by serving customers and thus adding a personal touch; allowing customers to skip queues as well as the front counter entirely, etc.

In addition to a whole new dining experience, customers can also enjoy interactive table-top games. In addition, they can charge their smartphones using wireless charging devices provided within the restaurant.

In the words of Amit Jatia, Vice-Chairman, Westlife Development Limited, “We have always listened to our customers. This ambitious restaurant is exactly what they wanted. We’re innovating and evolving for the future, and we’re excited to bring our customers along on this journey, with us.”

He further added, “With the EOTF restaurant, we are launching a bold and progressive plan to transform customer experience. We want our customers to walk in and be wowed by the experience that’s modern and personalised, but still a McDonald’s they know and love.”

He also recalled how, over the past 20 years, McDonald’s India (West & South) had constantly strived to introduce greater innovation and provide improved conveniences to its customers.

With the launch of the Experience Of The Future restaurant, Amit Jatia said, McDonald’s wanted to provide customers with “the utmost convenience and brand new menu choices”.

While Guest Experience Leaders will help customers feel at home by guiding them to seats, besides helping them choose between self-order kiosks and counter service, they will also serve them at their tables. Various modes of payments, high-speed wi-fi, air-chargers and tablets will provide customers with greater convenience.

The EOTF has also taken steps towards its objective of contributing to a Sustainable Future with the installation of smart handwash systems, which will help the restaurant to save as much as four lakh litres of water.