In general, commercial properties which serve fast food are not the first places which spring to mind when the term “fine dining” is used. Meals arrive in cardboard boxes and cartons, knives and forks are something of an alien concept and drinks must either be consumed through a straw or, in the case of hot beverages, in a cup with a tiny hole for sipping through, ensuring that unwary consumers end up with a lap-full of scalding coffee.
However, one branch of McDonald’s in Australia is attempting to revolutionise the fast food experience by adding a touch of class to their meals. The restaurant in Warilla, a southern suburb of Sydney, will be running a trial of formal service of the type found in more traditional restaurants.
Branch managers Glenn and Katia Dwarte stumbled upon the idea after serving family members using plates and cutlery when they visited the restaurant. Other consumers soon began requesting proper utensils for their meals as well, leading to the Dwartes petitioning the company headquarters in Chicago to allow a silver service scheme to be set up.
Their proposal gained the approval of the fast food giant’s executives, who authorised the couple to begin a five week trial period. This was largely due to the visit of the Australian head of McDonald’s, Catriona Noble, who visited the branch and was served with glassware and crockery – something which she clearly recommended to her American counterparts.
Mrs Dwarte is very excited to begin the trial period, and will be closely monitoring consumer reactions in her branch.
She says; “Most of the people who came in decided to try it.
“Most were quite excited – we actually had a group of eight people who asked me to take a photograph of them so they could put it on Facebook.
“We are also providing customer surveys so we can gauge the feedback.”
While some consumers will no doubt be baffled by this abrupt change in format, lower disposable incomes in the UK mean that few can now afford to eat out at an expensive restaurant any more. Perhaps, should McDonald’s branches in this country adopt the mannerly dining experience of their Australian counterparts, the gap in the market for affordable and classy dining could be filled.
Should more fast food restaurants be taking the initiative to improve the dining experience of their customers, or is fast food supposed to be quick, convenient and leave little in the way of washing up?
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