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McDonald's Manchester

May I take your order sir? McDonald’s trials table service in the UK

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By John McCarthy, Opinion Editor

August 6, 2015 | 2 min read

McDonald’s is looking to add a little class to proceedings with a UK-wide table service pilot launching in Manchester.

Touching down in Manchester's Mottram branch, 11 more UK outlets will be taking orders by the end of August.

Modernising the brand to provide a smoother consumer experience cutting out lengthy queuing (although the option remains), McDonald’s will enable orders from digital kiosks or tablet wielding staff members, according to the Guardian.

Similar trials have been conducted in France, Germany, Switzerland and Australia, showing the brand wants to adapt to the market immediately – and on a global scale. The innovation is widely drive by the fact McDonald's endured a worrying 14 per cent fall in sales in its native US in 2014.

The pilot echoes the sentiment forwarded by Paul Pomroy, managing director of McDonald’s UK, earlier this year. He said: “We have listened to customer feedback and to meet their evolving expectations, we are significantly investing in our restaurants to create an exciting new environment and improve the customer experience."

During this transitional period, the fast food chain will look to ensure the continuation of its three decades of constant UK growth with a fully renewed strategy that puts social media front and centre.

McDonald's Manchester

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