Big Macs with micro-chips in fast food first

Showing off the new digital self service system, Sleaford McDonald's business manager Darren Wilson, crew members Jack Holmes and Jenny Anderson. EMN-150720-183207001
Showing off the new digital self service system, Sleaford McDonald's business manager Darren Wilson, crew members Jack Holmes and Jenny Anderson. EMN-150720-183207001

Customers at McDonald’s newly reopened Sleaford restaurant are among the first in the country to experience the fast food chain’s dramatic digital transformation.

The Holdingham Roundabout outlet has undergone major investment from local franchisee Martin Cuthbert which sees digital self-service ordering points and a twin-lane drive-thru facility aimed at improving the customer experience - the biggest investment the company has ever made in Sleaford and a first for the area.

McDonald’s has embarked on a four-year programme of improvements for customers. Many of the new features in Sleaford will appear in other McDonald’s across the UK, with 250 earmarked for this year alone.

The big changes focus on more customer choice. Customers will have the option of using state of the art, self-order and pay kiosks. They will be able to browse the entire menu and check out the nutritional information of each meal at the same time. Customers pay swiftly by card or contactless, and then go straight to a designated area of the counter for their order. New kitchen lay-outs and increased technology means products will be made fresh to order for customers.

To complete the transformation, free to use tablets have been installed at some tables for customers wanting to check newsfeeds and emails, or play games.

Sleaford franchisee Martin Cuthbert runs nine restaurants across the area and he employs almost 800 people. He said: “We’re thrilled with the transformation because we’re committed to offering our customers more choice and fast service.

“The new tech we’ve introduced recognises the way people live their lives today.

“The response to the changes from my team has been very positive and they are enjoying the new ways of working.”