In Focus
DESIGN | Staff Reporter, China

McDonald's rolls out flagship 'future' store in Guangzhou

With a goal of creating a new customer-centric, digital-driven dining experience, the Victoria Square restaurant features new eight 'future' elements. These include buffet ordering, special menu, delivery to the table, newly-integrated McDonald's App, WeChat applet member points, mobile payment, two-point counter, and electronic dining cards.

The newly opened flagship restaurant of the future features a modern and industrial design, enhanced through the digital hardware and personalised products service, to provide customers with self-ordering, mobile payment, and delivery to the table services.

Covering an area of ​​over 600 square meters, with "sunny yellow" spiral staircase for the visual center. The store features a newly designed stand-alone order counter, allowing customers and receptionist to communicate easier. The second floor of the restaurant boasts an interactive electronic game area that uses vertical projection and somatosensory technology to allow children to move and kick a virtual ball game.

It is also the first McDonald's restaurant in Guangzhou to have its own custom desserts bar. Customers can personalise desserts such as heartland, waffle or affogato with fourteen selected ingredients.

Zhang Yue, vice president of McDonald's, Guangzhou, said, "McDonald's Guangzhou market has shown a thriving vitality. We constantly innovate to provide customers with quality dining experience and value-added products by constantly understanding local consumers' needs."

It is estimated that by 2022, the Guangzhou, Foshan markets and the eastern Guangdong and northern Guangdong regions will continue their efforts in local distribution. It is estimated that more than 220 restaurants will be newly opened and more than 13,000 new employees will be recruited. 

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