McDonald’s to go – convenient format but with convenience pricing too

Working not far from McDonald’s new take-away only concept store, simply called “to go” on Fleet Street, I had taken a healthy interest in the media coverage about the new format. So in many ways I knew what to expect. I was aware that it would not have any seating, or toilets, and that product ordering and payment would be via wall-mounted slimline touchscreen kiosks only. I had also read that that there would be a reduced menu within a reduced size outlet. What I had not expected is that there would be a price premium to pay.