Smaller Countries Serve As Innovation Labs For McDonald’s

McDonald’s is determined to reverse the downward trend in same-store sales and get consumers interested in its brand again. To do that it is testing innovations in smaller markets like Canada and Australia where the gamble is less risky and the scale is smaller. The experiments sometimes fail, but some lead to roll-outs, both here and abroad. A significant example is the DIY Create Your Taste digital self-serve station, tested in Australia and now rolling out in the U.S. It will expand the program to 1,400 Canadian locations over the next year. Self-service kiosks and table delivery with dedicated wait staff are part of the plan. The key question for the fast-food chain: can it implement these innovations fast enough to re-engage consumers and re-invigorate the bottom line?