McDonald's starts large restaurant offensive: 500 new openings in Germany

McDonald's starts large restaurant offensive: 500 new openings in Germany

McDonald’s Germany relies on an innovative restaurant concept and sustainable expansion

On September 9, 2023, a remarkable event took place on Alboinstraße in Berlin: the big opening ceremony for the new restaurant concept from McDonald’s Germany. With this concept, the company not only shows a modern and contemporary ambience, but also a clear focus on sustainability and digital innovations.

The planned opening of 500 new restaurants and the comprehensive modernization of up to 1,000 existing locations will not only expand the gastronomic offer in Germany, but also create many jobs. According to Mario Federico, the CEO of McDonald’s Germany, the company's goal is to offer guests an incomparable experience that reflects the needs of modern consumers.

The modernizations and the development of the new restaurant concept are reactions to the changed order habits of the guests. In the future, visitors can order various channels such as the McDonald’s app, at terminals or on site at the cash register. Particularly noteworthy is the possibility to order directly at the table and to get the food from the friendly employees: to get served on the inside. This ensures a more pleasant restaurant experience and significantly shortens the waiting times.

An important aspect of these changes is the increase in efficiency in the kitchens. With four production lines, instead of the previous two, the preparation time for orders is shortened enormously, which is particularly advantageous at peak times. These measures are part of the extensive approach to offer an omnichannel restaurant experience, in which all order methods are seamlessly interlock.

Another important point of redesign is the promotion of sustainability. McDonald’s already has a network of quick charging stations for electric vehicles under construction, with the aim of supplying 800 locations with corresponding charging stations by the end of 2026. In addition, photovoltaic systems are installed wherever possible to improve the environmental balance of the restaurants.

The opening ceremony in Berlin attracted numerous personalities from the media, politics and business. The evening was accompanied by a private concert by the singer Nico Santos, who gave the event a festive touch. In her opening speech, Gitta Connemann, Federal President of the Mittelstand and Business Union, emphasized the relevance of McDonald’s initiatives for the future orientation of the catering in Germany.

McDonald’s with this expansion and modernization offensive shows how important innovation and sustainability are in modern gastronomy. The upcoming changes will not only improve the services offered, but also give positive impulses for the entire industry and set new standards.