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Compact case
Authors: S K Kohli
Published by: Amity Research Centers
Published in: 2019

Abstract

McDonald's UK had in July 2019 launched their new restaurant 'McDonald's To Go' on Fleet Street, in London. The restaurant provided takeaways only and was smaller than a typical McDonald restaurant. Customers used a touch screen to place an order and paid for to it with their card, they had no other choice. The company had said that the restaurant's concept was part of their ongoing business investment strategy to develop 'restaurant experience'. The new restaurant was launched in London; McDonald's UK would later launch more of them across UK. Business analysts had hailed the new restaurant as the McDonald's of the future and had said that it had the potential to revolutionise the fast food industry. However, going forward, the new concept restaurant would have to wade through a myriad of challenges. Does the McDonald's new restaurant have the potential to revolutionise the fast food industry? Would more restaurant chains follow in McDonald's footsteps, and set up their own 'To Go' like restaurants in busy areas of their cities?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

McDonald's
Employees:
10000+
Turnover:
USD 21.025 billion (2018)
Type:
Public company
Industry:
Restaurants

About

Abstract

McDonald's UK had in July 2019 launched their new restaurant 'McDonald's To Go' on Fleet Street, in London. The restaurant provided takeaways only and was smaller than a typical McDonald restaurant. Customers used a touch screen to place an order and paid for to it with their card, they had no other choice. The company had said that the restaurant's concept was part of their ongoing business investment strategy to develop 'restaurant experience'. The new restaurant was launched in London; McDonald's UK would later launch more of them across UK. Business analysts had hailed the new restaurant as the McDonald's of the future and had said that it had the potential to revolutionise the fast food industry. However, going forward, the new concept restaurant would have to wade through a myriad of challenges. Does the McDonald's new restaurant have the potential to revolutionise the fast food industry? Would more restaurant chains follow in McDonald's footsteps, and set up their own 'To Go' like restaurants in busy areas of their cities?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

McDonald's
Employees:
10000+
Turnover:
USD 21.025 billion (2018)
Type:
Public company
Industry:
Restaurants

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