We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 1 Feb 2016

McDonald’s Next: Healthy Fast Food

Extra
McDonald's Next, Hong Kong

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.

For more on fast food's healthy makeover, see Healthification of Fast Food, part of our New Food Frontiers Industry Trend. See also Quinoa Fast-Food Restaurant.

PANTONE®TPX
COATED
RAL
RGB
HEX
NCS