Following half a century in New Zealand, McDonald's is already setting out a course for the next 50 years of service.
As McDonald’s celebrates its 50th anniversary in New Zealand, Managing Director Kylie Freeland said one of the reasons the chain has continued to grow was because it never stood still.
Ray Kroc, McDonald’s founder, famously said, “When you’re green, you’re growing. When you’re ripe, you’re not.” This approach has helped shape the brand’s approach in New Zealand over the past half-century.
Continually growing alongside its customers has meant that McDonald’s has evolved as a brand, be it through menu innovation, digital technology, convenience or the restaurant experience itself.
Looking ahead, Freeland said that convenience and digital engagement will continue to be major growth drivers.
Customers want great experiences whether they're ordering through the McDonald's app, visiting a Drive-Thru, dining in a restaurant or accessing delivery.
“We're also seeing significant growth in our coffee and beverages business, reflecting changing customer habits and the increasingly important role McCafé plays in our offering,” she said.
“Combined with continued demand for value and quality, these trends will continue to shape how we evolve the customer experience in the years ahead.”
The QSR sector has remained strong locally because it continues to meet a real need for New Zealanders.
People are busier than ever, and they’re looking for options that offer convenience, value and quality.
At the same time, customer expectations continue to evolve. The way people order, the channels they use and what they expect from brands today is very different from only a decade ago.
Freeland said that one of the benefits of being part of the McDonald’s system is the ability to learn from markets around the world.
“We regularly look at what's happening internationally across areas such as customer experience, restaurant design, menu innovation and digital engagement.”
She added that, in many ways, New Zealand’s QSR sector was most comparable to markets such as Australia.
“We have similar customer expectations, competitive dynamics and dining habits, so it's often a useful benchmark. We also watch developments across a number of other markets to understand emerging consumer trends and product innovation.”
A recent example of this was McDonald’s beverages trial. The range had already generated significant interest in Australia, and there was an influx of New Zealand customers spotting the campaign on social media and actively seeking it out while it was available here.
Increasingly, Freeland said that customers are aware of what’s happening globally and are excited to see international trends arrive in New Zealand.
“Ultimately, while we take inspiration from around the world, we're always focused on what will resonate with Kiwi customers.”
McDonald’s New Zealand has constantly looked at ways to make the customer experience even better.
One area it has continued to invest in is its app and digital experience, which has become an increasingly important way for customers to engage with the brand. There has also been strong growth in coffee and beverages, which is an area Freeland said the chain was excited about.
At the same time, McDonald’s has continued to modernise restaurants across the country and work closely with its franchisees to ensure it is delivering great experiences for customers, no matter how they choose to visit.
Freeland hoped that in another 50 years' time, McDonald’s would continue to create the same sense of familiarity and connection that it does for its customers now.
“When we've been reflecting on the past 50 years, what stands out isn't just the restaurants or the menu items, it's the people. The crew members who got their first job with us, the franchisees who built businesses in their local communities, and the customers who have made us part of their family traditions,” she said.
“I'd love to see McDonald's continue to evolve with each new generation of New Zealanders while staying true to what has always mattered most: great people, strong local communities and creating opportunities for the next generation.”
Subscribe to the Restaurant & Café newsletter for weekly industry updates and event coverage.
