McDonald's Gets Ahead of Burger King: The New Feature That Has Already Arrived in US

McDonald's has taken a bold step that could redefine the future of fast food. The most recognized chain in the sector has launched a new restaurant format in Los Angeles, California, that breaks with the traditional model. No tables, no chairs, and no dining area.

This new concept, known as "McDonald's On the Go," was revealed in December and quickly captured the public's attention. All thanks to it being shared on social media by the X account @McFranchisee. What makes this establishment special is its total focus on efficiency, speed, and a contactless experience.

Instead of the classic dine-in experience, this McDonald's is designed exclusively for mobile orders and deliveries. The location features a window for picking up orders made through the app, and special lockers for McDelivery orders. These lockers allow customers to pick up their food without needing to interact with employees.

McDonald's Debuts in the United States with This Innovation

Something that had already been implemented in other countries, but debuts for the first time in the United States. The rise of this type of solution dates back to the habit changes left by the pandemic. It was then that social distancing and the need for speed became a priority.

Since then, the industry has evolved rapidly, adopting technologies that allow for process optimization. McDonald's is not the only company betting on these changes. Starbucks, Taco Bell, and Chick-fil-A are also prioritizing service through drive-thru and digital orders.

Currently, 70% of the more than 40,000 McDonald's restaurants worldwide already have drive-thru service. Therefore, the company considers that these speed-focused models are key to future growth. The elimination of the dining area, in addition to reducing operating costs, can allow restaurants to be located in smaller spaces.

A Project in the Testing Phase

Although this initiative is still in the testing phase, its implementation could mark a turning point. The big question now is whether this model will end up completely replacing the traditional restaurant. Are we at the beginning of the end for dining areas in McDonald's?

For now, McDonald's is ahead of its direct competitors, like Burger King, by strongly betting on automation and digital convenience. The truth is that the future of fast food is already underway. It comes without a tray.