McDonald's tests out table service

MCDONALD'S is testing table service in 50 of its restaurants, with a view to rolling it out in all 1,195 outlets across France.

The fast-food chain's French operation has always been tailored to adapt to specifically French eating habits. Examples include the sale of macaroons, whole-wheat bread for Big Macs and, from the end of last month, a hamburger containing 100 per cent top-quality Charolais beef.

Moreover, La Défense business and administration quarter in the capital has a McDonald's salad bar (no hamburgers) with a McCafe (which serve cakes, pastries, coffee
and other drinks).

McDonald's opened 37 new outlets last year, which is more than in the two previous years; last year also saw the opening of 40 McCafe counters. The company is now attracting 30 million more clients than in 2009, while general sales have gone up by eight per cent to a pre-tax €3.9 billion.

The company is aiming for 40 new outlets a year until 2015. Market saturation is estimated to be around 1,500 outlets, so it is looking for new markets such as train stations, airports and petrol stations.