‘Digitally-Enhanced’ McDonald’s Returns to Delancey Street Next Week with 2 Floors and Self-Service Kiosks
For the 20-year-old Delancey Street McDonald’s, the days of decrepit conditions are in the past. At least in the short run. The multinational fast food chain is a week from reintroducing the corner restaurant to the block.
The corner eatery has been under renovations since the end of September, and will soon return with a completely new look and functionality. Most obvious is that the McDonald’s now occupies two levels, essentially doubling the floor area. But this baby is “digitally enhanced.” Indeed, the ground-level lobby is dotted with a half-dozen self-service order kiosks, which means traditional cashiers could be threatened.
For its part, McDonald’s repeatedly claims that adding these kiosks won’t result in mass layoffs, but will instead move some cashiers to other parts of the restaurant where it’s adding new jobs, such as table service. Business Insider also reported that remodeled, digitally-enhanced locations reporstedly experience a 5%-6% lift in sales in the first year after the remodel, and a 2% lift in the second year.
The McCafe brand of coffee is also featured prominently in this homecoming – look at the window branding – likely a play to challenge Starbucks to the micro-regional hegemony here.
Workers onsite tell us that the McDonald’s should return on January 15.
McDonald’s first opened at the northwest corner of Essex and Delancey back in 1997. Since then, it’s garnered a reputation as haven for late-night violence and shenanigans.