IN THE US MARKET , QSR ’ S ARE SEEING AS MUCH AS 70 PERCENT OF THEIR OVERALL BUSINESS COMING VIA THE DRIVE THRU LANE world of today the guest expects a certain level of accessibility and efficiency through technology .
EUROPE
70 %
IN THE US MARKET , QSR ’ S ARE SEEING AS MUCH AS 70 PERCENT OF THEIR OVERALL BUSINESS COMING VIA THE DRIVE THRU LANE world of today the guest expects a certain level of accessibility and efficiency through technology .
To that end , Westling believes that the guest journey and experience is running alongside that of McDonald ’ s in parallel .
“ I think the guest journey and experience is changing all the time . I mean , we have a quite competitive market in Sweden with a number of existing fastfood brands and new players are entering the market with new and different technologies ,” he says .
“ The biggest competitors are the ones that have spent a lot of energy in developing the customer journey like we are at McDonald ’ s and in that regard , the restaurant experience is changing overall .”
Westling stresses the importance of understanding that it ’ s not a case of trying to reinvent the restaurant experience , rather it is one that develops to suit the ever-changing demands of what a guest expects from the restaurant experience .
“ It ’ s not all technology , it ’ s also , at the end , how we run the restaurants ,”
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