McDonald’s is launching what it’s calling a “brand revolution” in in Canada, remaking its consumer engagement with Walmart-style greeters, table service and technology. All of this means a $200,000-per-store investment for the roughly 1,100 franchised and 300 company-owned McDonald’s in Canada.
“We are kicking off a bold plan to transform what guests experience when they visit McDonald’s restaurants across Canada,” McDonald’s Canada President-CEO John Betts said of the plan. “We want our guests to walk in and be wowed by an experience that’s modern and personalized, but still the McDonald’s they know and love.”
The full upgrade is now in just two Toronto locations but will be gradually extended across Canada. Part of the package is the Create Your Taste (CYT) customization platform, which the company says will be in 1,000 Canadian stores by the end of 2017.
An additional element of this plan, which McDonald’ boasts is “rewriting the rules of guest service” is the creation of “Guest Experience Leaders,” who will greet customers and help them use the self-order CYT kiosks. The chain said it expects to create 15,000 new jobs under the plan. Some of those jobs will be for wait staff who will bring CYT meals to the table when ready (traditional counter service remains available).
Separately, McDonald’s Canada is expanding its breakfast menu with creation of “More-ning McWraps.” These tortilla-wrapped extensions of the breakfast burrito are offered in Sausage & Hash Brown and Kale & Feta varieties.