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McDonald’s is hoping a new prototype store will help it stay ahead of the competition.
The fast food chain is testing a new store format in Los Angeles designed to attract on-the-go customers. The pilot location focuses on drive-thru and digital ordering, with no lobby or dine-in area. Instead, it features a mobile pickup window, a drive-thru lane, and McDelivery lockers — a feature only tested in international markets. The lockers allow delivery drivers to quickly pick up orders, cutting down on wait times for customers.
This new format is part of McDonald’s ongoing efforts to stay competitive in a industry that demands constant adaptation to changing consumer preferences. The store has been optimized for speed and convenience and was created to work in areas where a smaller footprint is needed — places where a traditional McDonald’s might not fit.
Looking ahead to 2025, innovation will be key to success in the restaurant industry. This year, McDonald’s has seen positive results from promotional deals and marketing strategies, such as its $5 meal deal, Chicken Big Mac, Collector’s cup, and the return of the McRib. This all comes despite a setback in October with an E. coli outbreak linked to slivered onions on its Quarter Pounders.
While traditional McDonald’s locations with dine-in service will continue to be the primary business, this pilot store shows how the chain is exploring new ways to meet growing demand for convenience. Separately, McDonald’s has ranked relatively well when it comes to speed, accuracy, and customer service.
Whether the new store will be rolled out in other locations remains to be seen. For now at least, one thing is clear: The fast food industry is on the cusp of change, and McDonald’s could be positioning itself to lead.
Value plays a key role in bringing customers back, but it’s not enough, R.J. Hottovy, head of analytical research at foot traffic analytics firm Placer.ai told Quartz in an interview.
“You have to continuously give them something unique or different to keep them coming back,” Hottovy said.
