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McDonald's India unveils their first Experience of the Future (EOTF) restaurant in India

By Nabamita Chatterjee | Vjmedia Works | March 13, 2017

With this McDonald's is transforming customer convenience through interactive technology, table service to deliver a more tailored, enjoyable and relaxing experience

McDonald’s began its journey of introducing the concept of burgers to India almost two decades ago. Today, as the company moves into its 21st year of operations in India, it has boarded on a brand revolution in their quick service restaurant industry with the launch of its first ‘Experience of the Future’ restaurant (EOTF) in Mumbai.

According to McDonald’s, this new concept restaurant, at CR2 Mall in Nariman Point, is the brand’s move to re-write the rules of the QSR industry with customizable menu options, new technology and a great customer experience. As part of its brand transformation, the company has evolved its menu, ordering processes and staff roles to bring greater control, convenience and personalization to its customer. Using self-order kiosks, customers will be able to customize and build their own perfect burgers and skip the front counter entirely, with their food being served right at their table. Customers will also be able to enjoy interactive table-top games whilst they share a meal and even charge their smart phones using wireless charging devices in a contemporary and stylish ambience.

Commenting on the launch, Amit Jatia, Vice-Chairman, Westlife Development Limited said, “We have always listened to our customers, and this ambitious plan is exactly what they’ve asked us to do. This is the next phase of brand transformation for McDonald’s in India. We’re innovating and evolving for the future, and we’re excited to bring our customers along on this journey with us. With the EOTF restaurant, we are kicking off a bold and progressive plan to transform the customer experience. We want our customers to walk in and be wowed by the experience that’s modern and personalized, but still the McDonald’s they know and love. Over the past 20 years, we have constantly strived to bring more innovation and convenience to our customers. With the launch of EOTF, we want to provide customers with utmost convenience and brand new menu choices.”

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