After diving into CEO Steve Easterbrook's new reform plan, McDonald's has entered a brave new world.
With better quality food and all-day breakfast, McDonald's is seeing an impressive rebound in quarterly same-store sales.
Now, a new kind of restaurant might take McDonald's to the next level.
This Midtown location at 58th and 3rd Ave features the new "Create Your Taste" kiosks that are part of the turnaround plan. The company boasts that you can craft the custom "burger of your dreams."
Having grown up eating at McDonald's, I was curious to see how the chain was approaching the changing market. And from what I found last summer, the brand has a bright future.
Upon opening the door, you're immediately confronted by McDonald's younger, hipper approach to the "Create Your Taste" experience: The walls are covered in enthusiastically trendy and bright New York-themed illustrations. This is part of McDonald's broader attempt to appeal to local markets.
There's no sitting space on the first of three levels — the tall touch screen kiosks now line the way to the order and pickup counter. The counter itself hasn't changed, with the menu above and cashiers ready to help below, but there's a whole new option now.
An attentive staff member helped me through the system at first. It was a little weird getting used to, but I warmed up to it.
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