McDonald's launches EOTF store in Mumbai with enhanced digital capabilities

McDonald’s India has decided to undergo brand transformation by launching a series of concept restaurants with enhanced digital capabilities in Mumbai. It is expecting to open 5-10 outlets in the city in the next 18 months.

McDonald’s brand new ‘experience of the future’ (EOTF) outlet has features like self-ordering kiosks, table service, and has also introduced several healthy options on the menu.

Amit Jatia, Vice- chairman, Westlife Development, said, "This is the next phase of brand transformation for McDonald's in India. We are launching our EOTF outlets in Mumbai first, and will take this to other cities over the next 2-3 years. In the next 1.5 years we could open about 5-10 outlets in Mumbai”.

Westlife Development is the franchise owner of McDonald's in south and west India.

Jatia said, "It intends to have 20 per cent of its restaurants as EOTF in the next 3 years. With EOTF we want to also provide customers with brand new menu choices."

Jatia said, "We are launching farm fresh salads and transitioning existing wraps to wholegrain wraps. The launch follows consumer demand for more variety."