Today sees circa 700 McDonald’s reopening across England to welcome customers back to dine in one of their restaurants. This follows delivery services that have been running since 13 May and drive through since 4 June. Diners were also allowed to walk in and collect their food from 17 June.
This phased reopening timeline emphasises McDonald’s always being first to adapt to the new Covid-19 consumer landscape.
Looking into what McDonald’s are doing in adopting Government guidelines and applying them to its business is even more enlightening.
Consumers are not returning to restaurants as they reopen in the numbers hoped for and this is due to ongoing concerns related to Covid-19. Consumer surveys taken by pollsters like YouGov show that the concern and lack of venturing out by consumers is motivated by apprehension in their safety.
Consumers are cautious and hesitant to return to hospitality, McDonald’s have been and continue in doing everything possible to allay those fears.
Following Government Guidance:
Dining in at a McDonald’s today food will only be served by table service and ordered using the McDonald’s app, at a self-service kiosk, or at a till.
All customers need to leave their contact details, and this can be done via their smartphone by scanning a QR code.
Taking Advantage of Government Schemes:
McDonalds restaurants are all taking part in the – Eat Out to Help Out – scheme.
McDonald’s are implementing price reductions on menus following the Government reducing VAT from 20% to 5% for the hospitality industry.
Being Seen to be Safe:
All McDonald’s restaurants have floor marking and signposting advising staff and diners to maintain safe distances.
Touchpoints, including doors, handles, self-service kiosks and screens, card readers and tills will be sanitised every 30 minutes.
With kitchens visible to diners perspex screens have been installed as well as in service areas and drive through service windows.
Personal protective equipment has been provided for restaurant teams, including gloves and face coverings for those dealing directly with customers and couriers.
Telling customers about what has been done:
Throughout the Covid-19 crisis McDonald’s has advertised the different phases of its reopening and the steps that have been taken to ensure the safety of diners.
The actions taken in the reopening process have worked in alleviating concerns in those most fearful of the Covid-19 virus. A YouGov brand monitor report said: “When it comes to purchase intent (which brand would be someone’s first choice, in this case for quick service restaurants) those more fearful of the virus are more likely to choose McDonald’s than the general public.”
So, by following Government guidelines, taking advantage of Government schemes and not just being seen to be safe but telling customers all about how they are doing that, will doubtless see McDonald’s reopen more successfully than most.
A market leader that warrants following.