McDonald’s® Canada Unveils Next Chapter of Brand Transformation

TORONTO, ON (Sept. 30, 2015) – In 2010, McDonald’s Canada began its brand transformation, and today it is announcing an industry game changer, the brand’s boldest move yet. As the company moves towards its 50th anniversary in 2017, it’s embarking on a brand revolution in the quick service restaurant industry, launching first at the Victoria Park and St. Clair restaurant in Toronto.
 
“We are kicking off a bold plan to transform what guests experience when they visit McDonald’s restaurants across Canada,” said John Betts, president and CEO of McDonald’s Canada. “We want our guests to walk in and be wowed by an experience that’s modern and personalized, but still the McDonald’s they know and love.” 
 
This modernized restaurant provides a first look at how McDonald’s is re-writing the rules of guest service with customizable menu options, new technology and a best-in-class guest experience. Together with its franchisees, McDonald’s Canada plans to create up to 15,000 new jobs and will invest an incremental $200,000 per restaurant, as part of its accelerated growth plan.
 
The new McDonald’s Canada experience includes:
 
Enhanced Guest Experience
New Guest Experience Leaders will be on hand to engage with guests - from hello to goodbye - to ensure a memorable dining experience. The introduction of Self-Order Kiosks at participating restaurants will also give guests a modern and convenient opportunity to try their own hand at customizing their burger using the Create Your Taste menu and order at their own pace.
 
Investing in People
By the end of 2017, McDonald’s Canada expects to grow to 100,000 people across its corporate and franchised restaurants. With new restaurant processes, enriched education partnerships and modern uniforms, crew members will enjoy simplified and innovative ways to grow their careers and guest relationships.  

Customized Menu Options
A new Create Your Taste menu lets guests build their own premium burger in five simple steps.  Guests can choose from nearly 30 options including five types of cheese, 12 toppings, two buns, a lettuce wrap and nine sauces. Create Your Taste will be introduced to approximately 1000 restaurants across Canada by the end of 2017.
 
Table Delivery
Guests can now experience table delivery complete with the warm and genuine hospitality McDonald’s is renowned for. Once an order has been placed with Create Your Taste, guests can take a seat while they wait for one of the new dedicated wait staff to deliver their order right to their table.
 
Focus on Food Quality
McDonald’s is continuing its mission to deliver the best-tasting food, using quality ingredients, many of which are sourced from Canadian suppliers. The next chapter will also advance McDonald’s sustainability and Canadian sourcing initiatives.
 
“We always listen to our guests, and this ambitious plan is exactly what they’ve asked us to do,” said John Betts. “We’re innovating and evolving for the future, and we’re excited to bring our guests along on this journey with us.”   
 
McDonald’s Canada is driving the guest experience forward at full speed and bringing unrivalled innovation to the Quick Service Restaurant industry. The changes announced today allow for the brand to deepen its guest experience and build on its employer of choice reputation, all the while, keeping Canadians loving it.