맥도날드가 스타벅스 그리고 던킨과 같은 매장이 지배하고 있는 오후 간식을 즐기는 사람들의 관심을 끌기 위해 맞춤형 음료와 간식 중심의 새로운 레스토랑을 테스트하는 중이라는 발표를 했다.
맥도날드는 12월 6일 투자자 컨퍼런스에서 내년 상반기까지 10개의 CosMc’s 레스토랑을 오픈할 것이라고 했다. 한 곳은 시카고의 회사 본사 근처 그리고 다른 하나는 텍사스에 오픈한다고도 했다. 회사는 확장을 결정하기 전에 최소 1년간 운영한 결과를 연구할 것이라고 했다.
회사는 컨퍼런스에서 향후 4년간 전 세계적으로 약 10,000개의 맥도날드 매장을 오픈하여 현재 40,000개의 레스토랑을 총 50,000개로 늘릴 계획이라고 했다.
캐나다, 독일, 영국 그리고 호주에서 1,900개 그리고 미국에서 900개의 신규 매장을 오픈한다는 것이 맥도날드의 계획이다. 회사는 해외시장 운영권자들이 운영하는 매장을 7,000개 정도 늘릴 예정인데, 절반 이상을 중국에서 오픈한다는 계획이다. 맥도날드가 이처럼 많은 신규 매장을 오픈하는 이유에는 경쟁자들에게 좋은 부동산을 빼앗기는 것을 막겠다는 의도도 있는 것으로 보인다.
맥도날드는 이런 물리적인 확장 외에도 메뉴와 서비스 시간을 확장하고, 스타벅스와 같이 빠르게 성장하는 체인을 추격하기 위해 현재 시범적으로 운영중인 CosMc’s 레스토랑에도 기대를 걸고 있다.
스타벅스는 지난달 전 세계적으로 현재 38,000개인 매장을 2030년까지 55,000개로 늘릴 것이라는 계획을 발표하였다.
맥도날드 사장 겸 CEO Chris Kempczinski는 오후 중반대의 매출 부진을 극복하기 위해 CosMc’s 매장을 설계한 것이라고 했다.
맥도날드는 CosMc’s 매장에서 츄로 프라페, 배 맛 슬러시 그리고 강황 라떼와 같은 메뉴도 취급하며, 메뉴의 복잡성으로 인해 기존 맥도날드 매장에서는 서비스가 어렵기 때문에 새로운 매장을 여는 것이라고 했다.
CosMc’s는 1980년대 맥도날드가 소개했던 우주 외계인 캐릭터에서 이름을 딴 것이며, 프레젤 바이트 그리고 에그 맥머핀과 같은 스낵도 제공할 예정이다.
CosMc’s에 대해, 사장 겸 CEO Kempczinski는 다른 캐쥬얼 다이닝 분야로 시장의 성장속도가 빠르며, 100 빌리언 달러 규모의 카테고리라고 했다. 그리고 그는 자신들이 승리할 수 있다고 믿는 공간이라고 했다.
맥도날드는 또한 주문의 복잡성으로 인해 발생하는 지연을 관리하기 위해, 소규모 CosMc’s 레스토랑에서 드라이브 스루 차선을 포함하여 새로운 시스템을 테스트하고 있다고 했다.
맥도날드는 배달이 폭발적으로 증가함에 따라 음식이 더 따뜻한 상태로 도착할 수 있도록 레스토랑의 위치를 고객에게 더욱 가깝게 만드는 것이 중요하다고 했다. 전 세계적으로 2017년 1 빌리언 달러이던 맥도날드의 배달 매출이 16 빌리언 달러로 급성장하였다. 새로운 맥도날드 레스토랑에서는 매장의 혼잡을 완화하기 위해 배달 운전자 픽업 전용구역을 만든다는 것이 회사의 설명이다.
맥도날드는 10,000개의 매장을 오픈하는데 33년이 걸렸지만, 경쟁이 치열해지면서 30,000개에서 40,000개로 성장하는데 18년이 걸렸다.
맥도날드는 레스토랑의 계산 그리고 서버의 운영속도를 높이기 위해 구글 클라우드와 다년간 파트너십을 체결한 것으로 12월 6일 발표하였다. 새로운 시스템 도입은 매장관리자가 인력배치를 최적화하는데 도움을 줄 것으로 보인다.
맥도날드가 새로운 매장과 신기술 투자에 자신감을 보이는 이유는 좋은 실적을 기록하고 있기 때문이다. 미국의 교통량이 소폭으로 감소했지만, 지난해 맥도날드 기존 매장의 매출은 9 퍼센트나 증가하였다.
맥도날드에 따르면, 쿼터파운드 그리고 감자튀김과 같은 핵심 메뉴가 전체 시스템 매출의 65 퍼센트를 차지하고 있다. 더 부드럽고 갓 구운 느낌의 빵, 멜티에 치즈 그리 더 많은 빅맥 소스를 곁들인 버거가 2024년말까지 미국 전역의 출시되며, 2025년 말에는 대부분의 다른 시장에서도 출시된다는 것이 회사의 설명이다.
맥도날드는 현재 닭고기 매출이 쇠고기와 거의 맞먹는 연간 25 빌리언 달러에 이를 정도로 빠르게 성장하고 있다고 했다. 회사는 맥크리스피 샌드위치를 2025년까지 거의 모든 글로벌 시장에 출시할 예정이다.
맥도날드는 매일 800 밀리언 잔의 커피를 판매하고 있는데, 더 늘릴 방법을 찾고 있다고 했다. 커피 판매를 늘리기 위해 McCafe 브랜드에 대한 홍보를 강화하고 글로벌 품질 안정성을 더 높인다는 것이 회사의 발표이다.
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