McDonald's Next makes its debut in Hong Kong

McDonald's has long been known for its consistency, quick service, and affordable prices.

Its iconic Golden Arches often serve as a comforting sign of familiarity in an unfamiliar place – a promise of the same burger and fries you crave, followed by a familiar bout of post-meal regret.

But in Hong Kong, four decades after the fast-food giant first arrived, subtle signs of transformation are emerging on the once-static fast food scene.

In December, McDonald's reimagined one of its Hong Kong locations as the world’s first McDonald’s Next – a forward-thinking iteration of the brand designed to feel 'modern and progressive.'

Quinoa, coffee, and mood lighting

The days of bright red-and-yellow schemes and harsh fluorescent lights are behind them.

Now, the space features a sophisticated black-and-white logo, soothing lighting, sleek glass and metallic finishes, and... a salad bar.

This unexpected addition boasts 19 ingredients, including 'two types of salad greens, three kinds of cheese, and a variety of sauces' – plus, of course, quinoa.

In addition, McDonald's Next aims to raise the fast food experience with table service after 6 p.m. and premium coffee blends.

Located in the Admiralty district, this branch is equipped with mobile charging stations, free Wi-Fi, and self-service kiosks.

McDonald's did not reply to Dinogo's inquiry about why Hong Kong was chosen as the first site for their new concept or whether other cities will see new McDonald's Next locations.

No more burgers?

For Big Mac lovers, fear not.

McDonald's Next retains the classic menu while also introducing the 'Create Your Taste' (CYT) concept, letting customers personalize their burgers using a touch screen.

The CYT initiative is a worldwide program that launched early last year and can now be found in the U.S., China, Australia, and the U.A.E.

It arrived in Hong Kong last July, initially at two branches, and has since expanded to nine locations across the city.

On a recent Thursday evening, the McDonald's Next location was bustling, with customers lining up for both classic menu items and the new custom salads and burgers.

‘It’s more inviting, almost like a café instead of a traditional McDonald’s,’ said Nicolas Cottard, a businessman from France.

‘I believe it’s definitely enhanced the brand’s value.’

It's time for a change

Why would McDonald's abandon its time-tested, decades-old formula?

Because the traditional model is no longer working.

In May of last year, McDonald’s unveiled a major overhaul plan after experiencing declines in both revenue and customer traffic worldwide.

After disappointing first-quarter results in 2015, Kevin Ozan, McDonald's CFO, acknowledged that 'the current performance reflects the ongoing pressures facing the business.'

The fast food industry is facing more competition, and people globally are becoming increasingly health-conscious.

A Nielsen Global Health and Wellness survey from last year revealed that 50% of people worldwide are trying to lose weight.

Of those, 75% intend to achieve their goals by adjusting their diets to include more natural, fresh foods.

But will it still be affordable?

With this fresh approach comes a new pricing strategy.

A standard salad from the McDonald’s Next salad bar, depending on the ingredients, is priced similarly to salads at other local restaurants.

‘The price is slightly higher, but it’s worth it,’ said Man Chan, a regular at McDonald’s Next.

‘It’s really fresh.’

McDonald's Next, Shop 1-41, Admiralty Centre, Admiralty, Hong Kong; +852 2578 3870 *This story was originally published in January 2016.*