Coinciding with its release of gourmet burgers, McDonald's locations in Sweden have began testing an online reservation system.
The test is part of an upscaling effort by McDonald's that will introduce a more gourmet-focused menu, including a new 'Maestro Classic burger.' The fast-food chain wanted to give its loyal customers a new, unique and memorable experience. McDonald's has always wanted to provide its customers with new and ways of experiencing its restaurant, and pairing up a gourmet burger with a new reservation system makes perfect sense.
Offering online booking is only one of the many marketing efforts McDonald's has introduced. The brand continues to attempt to boost sales and spark renewed interest, and the restaurant's upcoming all day breakfast is one way McDonald's may achieves its goal.