There is a rather unconventional drive-thru McDonald’s in Forth Worth that pushes innovation in this dining category forward. Designed by branding agency UXUS, this iteration of the Golden Arches has "a smaller footprint and zero seating capacity." In fact, this particular establishment is about 26% smaller than the average McDonald's.
There are a few ways consumers can order food at the McDonald’s in Forth Worth. One can pull up to the drive-through window, park, and order at the counter, or use the McDonald's mobile app to access the "Order Ahead Lane" and bypass the regular drive-through. The last option is a fully digital experience as one's food rolls out on a conveyor belt. With it, the brand looks to improve convenience—"the one thing [drivers] came to the drive-through for."
Digital-Only Drive-Through Lanes
UXUS Designs a Smaller McDonald’s in Forth Worth, Texas
Trend Themes
1. Digital Drive-through - McDonald's Forth Worth branch introduces a fully digital drive-through experience to improve convenience for customers.
2. Mobile Ordering - Customers can use the McDonald's mobile app to access the 'Order Ahead Lane' and bypass the regular drive-through, creating a more seamless and efficient experience.
3. Smaller Footprint - The smaller McDonald's Forth Worth has zero seating capacity and is 26% smaller than the average McDonald's, offering an opportunity for restaurants to consider reducing space and focusing on off-premises experiences.
Industry Implications
1. Fast Food - Fast food restaurants can consider implementing digital drive-through lanes, mobile ordering, and reducing physical dining space to improve convenience and enhance customer experience.
2. Mobile App Development - The success of McDonald's Forth Worth's mobile app provides opportunities for businesses to develop or improve their own mobile apps as a means of enhancing customer experience and convenience.
3. Restaurant Architecture and Design - The smaller footprint of the McDonald's Forth Worth location offers opportunities for architects and designers to rethink restaurant design, especially with a focus on off-premises experiences like delivery and digital ordering.