McDonald ’ s: table service arrives
McDonald ’ s: table service arrives

The ritual self service from McDonald's you know him well. You line up, choose what to eat from the bright display boards (hoping between a filet-o-fish and a cheesburger to make interesting encounters), and once you have taken the tray you point with determination towards the table.

It has always been like this since 1955.

Until today.

The future glimpsed in Hong Kong's experimental McDonald's Next was not enough: neutral colors instead of the traditional red and yellow, glass and metal for the interiors, a large open kitchen to ensure maximum transparency in the preparation of the dishes, and then salads, quinoa, freshly baked brioches, blends of fine coffee.

An unrecognizable fast food, to the point of suggesting that for McDonald's the era of burgers and fried potatoes, in short, junk food, is about to go down for good.

In the last few days, the American giant has been testing two other novelties in four hundred stores in the United Kingdom. The change of skin passes through a premium hamburger (even more than the 100% organic one launched in Germany) and table service, none other than.

As if to say that the most famous self-service on the planet is transformed into a restaurant, fast but served.

In doing so, McDonald's is trying to adapt to the tastes of customers and intercept new ones.

The goal is to counteract the decline in turnover recorded in many countries (with 59 closures in the United States) and the rampant growth of more modern fast food restaurants such as Five Guys, Shake Shack, Nando's, Byron's (which only sells fresh burgers without going through phases freezing and storage) or the Mexican food chain Chipotle.

Not to mention long-time rivals like Burger King and KFC.

So far the British do not seem to be enthusiastic about the novelty, but to understand whether with these changes the 35,000 McDonald's restaurants around the world will be able to sell more burgers or not, it is still too early.

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