McDonald’s Next: Healthy Fast Food
McDonalds has opened a health-focused outpost in Hong Kong called McDonald's Next. Customers can select items from a salad bar stocked with 19 different ingredients including quinoa, couscous, grilled chicken and crayfish, as well as two different greens for the salad base. The outpost will also serve premium-brand coffees.
Offering tech-enhanced service, visitors can place their orders on touchscreen monitors to avoid long queue times, while the table-tops are fitted with wireless mobile phone chargers. In an unusual move for the brand, the eatery also offers table service after 6pm. This taps into the idea of Fast-Moving Premium Consumption, which includes the optimisation of fast food for an enhanced customer experience.
Major restaurant chains are wising up to the consumer desire for healthy, customisable and affordable on-the-go meals. Placing emphasis on quality produce and provenance, McDonald's has recently trialled several initiatives that align with these ideals. For more, see McDonald's Launches Healthy Café, McDonald's Organic Offer and McDonald's Premium Burgers.