McDonald’s India introduces digital menu boards

Reimaging journey


McDonald’s India – North & East, owned and operated by Connaught Plaza Restaurants, has introduced digital menu boards in its restaurants as a part of its reimaging restaurant plan. Aimed at enhancing the customer experience at the time of ordering, McDonald’s is geared to create a sensory experience using vivid imagery and captivating high definition visuals of its menu items, making it easier for customers to quickly select their favorite item, it said.

Speaking on the introduction of digital menu boards, Robert Hunghanfoo, head, Connaught Plaza Restaurants, operates McDonald’s restaurants in North and East India (CPRL), said, “At McDonald’s, we believe creating good food moments requires capturing our customer’s imagination through show and tell format. Our customers spend considerable time looking at the menu boards before placing their order and make a big difference in what and how they order, making it an important part of our customer interaction. We are confident of enhancing that experience.”

With speed and efficiency already an inherent part of McDonald’s experience, the brand is now weaving digital technology across its business functions to enhance the overall guest experience. The digital menu boards come after McDonald’s recent introduction of 100% contactless ordering that enables customers to order and pay beyond the front counter.

Talking about the reimaging restaurant plan, Sanjeev Agrawal, development licensee, CPRL, said, “This is just the beginning of our digital journey, there are many more elements that we plan to introduce in the future to give our customers an international McDonald’s experience.”

With the cutting-edge display deployment, McDonald’s will exhibit vibrant and attractive animations of its menu items on LED monitors. The new digital displays are also Energy Star certified, supporting McDonald’s commitment to environmental sustainability while helping the business lower operating costs.

Furthermore, as a commitment to quality and safety in the current times, McDonald’s India – North and East has introduced the Global ‘Safety+’ program that includes nearly 50-plus process changes in the restaurant operations. Safety+ is a Global system of enhanced hygiene and safety practices that help ensure that every part of the McDonald’s experience is safe for its customers and employees. It builds on more than six decades of safety-first leadership in McDonald’s restaurants.


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