Once, Big Mac was the most inventive burger. McDonald's can't rest on its laurels if it wants to remain number one. So naturally, it needs an innovation lab.
To do so, the chain will open Speedee Labs in Chicago. The term comes from McDonald's pre-Ronald McDonald mascot and its 1948 service method to speed up service.
The 15,000-square-foot Lab will act as a hub for cooperation between the chain's Romeoville, Ill.-based innovation team and its corporate staff. It'll open in 2023.
"Speedee Labs will allow more of our customers, restaurant teams, markets, and global teams to contribute to our innovation," says McDonald's chief customer officer.
The chain's current Innovation Center has improved kitchen procedures, cooking methods, McDelivery, and mobile order and pay. We can only fathom what new laboratories will produce.
Mickey D's has some hints. The chain partnered with IBM in 2021 to create automated order-taking technologies and drive-thru lanes.
MyMcDonald's Rewards, the company's first national loyalty programme in the US, launched on mobile last year.
All Romeoville employees will move to Chicago, adding to the chain's 14,000 positions there.