And then, finally, a Big Mac is carried in, worthy of its name. Until then, there will be a one-hour, perfectly cooked production on Friday morning at Stäblistraße 16 diagonally opposite the German headquarters, as befits a company that lures tens of millions of people to its restaurants every day, mainly because of the round patties in between slices of bread. The big Mac is the finale of the opening of Germany’s most modern McDonald’s branch. And then you can see how the US group imagines the future of food.
Of course, you can also ask Ellen Staudenmayer, Vice President Region South of this company, which is by nature quite thoroughly anglicized. At Staudenmayer it’s like the Big Mac: you know what you’re getting – elegant and personable with spontaneously trimmed advertising texts about the great brand with the yellow bows. Staudenmayer is standing between new seating that is now more reminiscent of a restaurant than a prison, as was the case with the previous models that were bolted to the floor. “Guest behavior has changed, it’s becoming more digital, it’s supposed to be even more convenient, simpler and less complicated.” Although one may ask oneself whether it is easier to call out “Cheeseburger” to a real person at the checkout or to first have to look for it on a display.
Expanded to suit cars: McDrive capacities have been expanded.
(Photo: Robert Haas)
You should be able to order quickly and eat in peace on Stäblistrasse.
(Photo: Robert Haas)
Some order terminals in the form of timetable boxes are available, where you can get everything from vegan to full of meat. There is also a stage this morning that will later feature the photovoltaics on the roof, the extended McDrive streets (two lanes, from two to four windows) or the new pickup truck parking spaces. The guest who has previously ordered and paid via the app parks there, enters their parking space number and the brown bag menu is brought out quickly.
One thing is obviously important to the guests, and in Germany alone there are up to two million a day: speed. Where in other places it is more and more about enjoyment and rest, the world’s leading fast food company, according to its own statement, makes the whole thing even faster. For example for regular guest Steffen, a grizzled family man, just as well cast as later the trainee with the likeable Eastern European accent, who looks so fit as if he had never touched a Royal TS, and talks about how wonderful the McDonald’s family is .
800 burgers can now be prepared per hour
The show begins with four saxophone players dressed in deep company red. Staudenmayer, said vice-president from the southern region, steps onto the stage and is greeted by Annemarie Carpendale, the moderator. Carpendale is also an ideal choice, here the premiere guest, mostly male and presumed franchisee of the chain from nearby, always gets the same quality, wherever it appears: a deep-fried smile, the best of moods and everything is ” incomprehensible”. For example, the e-charging stations that are clearly visible at the entrance. Just as incredible (great) is the new Playland for the children, made from 80 percent recycled packaging.
Visitors to the opening learn that 800 burgers can now be prepared per hour and that the new furniture is really comfortable. On the one hand, the guest is apparently even more impatient that he can dip his nugget in sweet and sour, but at the same time he has more time and wants to linger.
And after the buzzer has been ceremoniously pressed, the counter of the branch appears in the rain of confetti, together with many employees and the said Big Mac the size of a car tire, which fits well in that the typical restaurant visitor still mostly gets around by car. And even this Big Mac, made of marzipan, cream, dough and chocolate, keeps what McDonald’s promises, at least in terms of calories.