This is interesting. McDonald’s in Australia is opening learning labs with the purpose of giving customers new taste experiences through custom made food, new ways of ordering, etc. This is a very relevant concept to ensure being relevant in the future, but some things are also completely different from what McD is actually is all about (IMO). So it’s interesting, but also a risky path.
It’s a concept that will be evolving over a couple of years and will also be used as a test area (as far as I understand), for things such as digital menu boards, home delivery, mobile ordering etc.