In an effort to see whether patrons would be thrilled by a change in ambience, the company designed test eateries in Indiana and Kentucky with a more diverse menu portfolio, including turkey club sandwiches and mashed potatoes, among other culinary delights.
Table service was also included, so you could feel like you were getting a more casual dining experience. Instead of the smell-the-exhaust-of-the-car-in-front-of-you-at-the-drive-thru experience, you could place your order via phones at the tables.
McDonald's should be applauded for trying to find that one idea that will grab stomachs growling for quick fatty-grub away from the competitive likes of Wendy's
But Burger King's goofy foray into table service many years ago was what immediately came to my mind when I heard about this latest attempt. It just doesn't work. People go to McDonald's in that aforementioned utilitarian mode. Above everything else, the patron wants the transaction process to be smooth and swift. When the emphasis is not on fast, they will go to an Applebee's
McDonald's is on a roll with the experiments, turning out all kinds of trials faster than Ron Popeil turns out pasta makers and pocket fishing reels and whatever else can be sold to insomniacs via his early-morning infomercials. Here are a few more interesting stories on the subject:
- Not only can you get a Big Mac at McDonald's, but you can get a movie too.
- Don't accuse Ronald of being an unhip clown; he knows the tunes you like.
- Like pushing buttons? McDonald's would love you to order that way.
Do you think McDonald's should have continued with the diner-style trial? Report your musings at the McDonald's discussion board.
Fool contributor Steven Mallas owns none of the companies mentioned.