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Jesse York: McDonald’s Toys With the Idea of Table Service – Eater

Jesse York was quoted on Eater regarding McDonald’s decision on having a table service at their restaurants in California. To read the entire article, click here.

“Jesse York, director of consulting firm Conway MacKenzie, tells Eater that while
McDonald’s clearly has good intentions, it’d probably better for the chain to keep it
simple. “Offering all-day breakfast, more premium offerings and sourcing higher
quality ingredients makes sense and shows that McDonald’s is trying to tap into
several major trends that customers and younger generations care about,” says
York.

“Making an operational shift to incorporate table service, additional menu
items and more customer choice will add a lot of complexity and could impact the
customer experience negatively. Executing on a few menu items well, and efficiently,
has recently been a better recipe for success than trying to be everything to
everyone.”