McDonald’s India launches series of concept restaurants

In addition to brand transformation, McDonald’s India is launching a series of concept restaurants with enhanced digital capabilities to improve customer experience, and expects to open 5-10 outlets in Mumbai in the next 18 months. Called ‘Experience of the Future’ (EOTF), the McDonald’s outlet in Mumbai features self-ordering kiosks, table service, and has also introduced several healthy options on the menu. Westlife Development is the franchise owner of McDonald’s in south and west India. It intends to have 20 per cent of its restaurants as EOTF in the next 3 years. Emergence of McDonald’s outlets will be an added business opportunity for the signage companies dealing in in-store display and branding projects.