ROMEOVILLE, Illinois: McDonald’s is hoping to make a difference in its future seven seconds at a time.
The company that helped define fast food is making supersized efforts to reverse its fading popularity and catch up to a landscape that has evolved around it. That includes expanding delivery, digital ordering kiosks in restaurants, and rolling out an app that saves precious seconds.
Much of the work is on display in an unmarked warehouse near the company’s headquarters in suburban Chicago, where a blowup of a mobile phone screen shows the app launching nationally later this year. McDonald’s estimates it would take 10 seconds for a customer to tell an employee their order number from the app, down from the 17-second average of ordering at the drive-thru, a difference that could help ease pileups. Elsewhere at the Innovation Center, the digital ordering kiosk shows how customers can skip lines at the register.
“Five, 10 years ago, we were the dominant player in convenience, as convenience was defined in those days,” CEO Steve Easterbrook said last month. “But convenience continually gets redefined, and we haven’t modernized.”
The push come as McDonald’s Corp.’s stock has hit all-time highs as investors cheer a turnaround plan that has included slashed costs and expansion overseas. Yet the asterisk on the headlines is the chain’s declining stature in its flagship US market, where it is fighting intensifying competition, fickle tastes and a persistent junk food image.
In an increasingly crowded field of places to eat, the number of McDonald’s locations in the US is set to shrink for the third year in a row. At established locations, the frequency of customer visits has declined for four straight years — even after the launch of a popular “All-Day Breakfast” menu.
The chain that popularized innovations like drive-thrus in the 1970s acknowledges it has been slow to adapt, and is scrambling to better fit into American lifestyles.
RUNNING TO KEEP UP
Lots of once-dominant restaurant chains are feeling the pressure of people having more eating options.
An estimated 613,000 places were selling either food or drink in the US last year, up 17 percent from a decade earlier, according to government figures. Supermarkets and convenience stores are offering more prepared foods, and meal-kit delivery companies have been expanding.
“Better burger” places like Shake Shack and Habit Burger Grill don’t come close to McDonald’s roughly 14,000 US locations, but they’re growing. And even if Starbucks and Dunkin Donuts don’t serve burgers and fries, they are among those promoting food more aggressively.
“They’re still taking customers from the same market pool,” said Nick Karavites, a McDonald’s franchisee with 22 locations in the Chicago area and chairman of a regional leadership committee.
Richard Adams, a former McDonald’s franchisee who is now a consultant to those businesses, has questioned whether the chain can return to the height of its popularity in such a fragmented marketplace. He also noted that many of the new offerings the company is pursuing, such as delivery, are already available at other places.
“They’re following the marketplace,” he said.
Still, McDonald’s needs to make changes to keep customer visits from falling further.
“TURNING A VERY LARGE SHIP“
One main focus is the drive-thru, where McDonald’s gets roughly 70 percent of its business.
Customers who place orders on the mobile app, for instance, could also pull into a designated parking spot where an employee would bring out their order. That would theoretically ease backups at the drive-thru, which in turn might prevent potential customers from driving past without stopping during peak hours.
Then there’s the partnership with UberEats to offer delivery. McDonald’s gives an undisclosed percentage of the sale to UberEats, in addition to a fee of about $5 that customers pay. So a risk is that delivery could draw from in-store sales, eating into profitability.
So far, however, McDonald’s says delivery is bringing in new business during slower times at the roughly 3,500 locations where it has rolled out since the start of the year.
Either way, such changes aren’t likely to transform operations overnight, since most of McDonald’s customers might prefer to order the way they always have.
“That’s like turning a very large ship,” said Karavites, noting the range of company efforts intended to build sales over time. At his remodeled restaurant in Chicago where delivery was recently launched, he said sales are already climbing.
To bring more people in over the short-term, the company is promoting $1 sodas and $2 McCafe drinks. Glass cases displaying baked goods are also popping up in stores. And at about 700 locations, the company is testing “dessert stations” behind the counter where employees can make sundaes topped with cake or brownie chunks.
Those stations could eventually handle an expanded menu of sweets.
JUNK FOOD IMAGE
At the same time, McDonald’s is still trying to shake its image for serving junk food, especially since its appeal to families with children has long helped keep it ahead of rivals like Burger King and Wendy’s.
It’s made changes to its Happy Meal, and made a high-profile pledge to offer healthier options. It plans to start using fresh beef instead of frozen patties in Quarter Pounders. But as other chains emphasizing quality or health keep emerging, it may get harder for McDonald’s to hold onto families or change perceptions.
“The ingredients aren’t fresh or clean,” Mary Beth Holland, who works in sales in the Chicago area, said about McDonald’s.
Larry Light, a former chief marketing officer at McDonald’s, says the company strayed in recent years by chasing customers who may have been going to places like Chipotle, but that it is refocusing on burgers and fries. He thinks that will help get people visiting more often.
“You cannot build an enduring, profitable business on a shrinking customer base,” Light said.
And Bernstein analyst Sara Senatore cited the changes the company is pursuing in raising her rating on McDonald’s to “buy” in April.
“I wouldn’t underestimate the power of scale,” Senatore said.
McDonald’s super-sized order: Get people visiting more
McDonald’s super-sized order: Get people visiting more
Where We Are Going Today: ‘Sushisamba’ in Riyadh
- The Vida Brunch is offered on the last Friday of every month from 12:30 p.m. to 4:30 p.m. For SR195 ($52) per person, you can indulge in a thoughtfully curated set menu
Picture this: An afternoon filled with a delightful set menu, live entertainment and a vibrant atmosphere that feels like a celebration. Sushisamba in Riyadh offers the kind of brunch that lingers in your memory.
Nestled in the bustling King Abdullah Financial District, Sushisamba offers a fusion of Japanese, Brazilian and Peruvian flavors that truly captivates the palate.
As soon as you step inside, you are greeted by a spacious dining area, a charming private room on the mezzanine and the stunning Samba Room — a glass-enclosed space that offers breathtaking views of the Wadi. The open kitchen, two sushi bars and a live robata grill create an interactive dining experience.
The Vida Brunch is offered on the last Friday of every month from 12:30 p.m. to 4:30 p.m. For SR195 ($52) per person, you can indulge in a thoughtfully curated set menu. If you are bringing kids, Sushisamba has a special menu priced at SR130.
What makes the Vida Brunch unforgettable is the live entertainment. Each month, a different DJ or live musician sets the mood, making every visit feel fresh and exciting.
The menu is a feast for the senses. I particularly enjoyed the corn fritters and pao de queijo as appetizers. For the main course, the black cod bolinho and robata salmon were standout dishes. The sushi assortment — three maki rolls and two nigiri pieces — was also enjoyable.
To finish off the experience, the chef’s selection of desserts is a sweet ending I always look forward to.
Sushisamba blends culture, music and design, embodying the spirit of Japan, Brazil and Peru.
Where We Are Going Today: Ramen Korean & Japanese Restaurant
- For those seeking a more interactive dining experience, the barbecue sets are a highlight of Korean cuisine, allowing diners to cook their own meals at their table
Nestled in vibrant Riyadh Park, Ramen Korean & Japanese Restaurant offers a delightful fusion of authentic cuisine. As one of the city’s most renowned dining spots, it stands out not just for its location but also for its commitment to high-quality ingredients and diverse menu options.
Visitors will enjoy the warm and inviting atmosphere, which perfectly complements the culinary experience. The extensive menu features a wide variety of Asian dishes, from crispy gyoza and fresh edamame to perfectly fried tempura. However, the true star here is ramen, with more than ten varieties catering to different tastes.
You might opt for seafood, with its delightful blend of flavors. The rich chicken stock serves as a comforting base, enhanced by fresh scallions, onions and choy. The addition of kamaboko fish cake, shrimp, and squid creates a harmonious medley, while the perfectly cooked ramen noodles provide a satisfying texture. Each bite is a reminder of the restaurant’s dedication to authentic flavors.
You may also try the jajangmyeon, a classic noodle dish famous for its depth of flavor. The combination of tender beef, sauteed onions and scallions, enveloped in a savory black bean sauce, is simply irresistible.
For those seeking a more interactive dining experience, the barbecue sets are a highlight of Korean cuisine, allowing diners to cook their own meals at their table. The set for two, featuring Wagyu ribeye, brisket roll and shrimp, is priced at SR290 ($77); while on the pricier side, this reflects the standard of both the food and experience on offer.
While the prices may be considered steep, the location and exceptional quality justify the cost. For example, the kimchi ramen at SR80 is testament to the restaurant’s dedication to providing a memorable dining experience.
Overall, Ramen Korean & Japanese Restaurant is a must-visit for anyone craving authentic Asian flavors in Riyadh.
Recipes for success: Chef Massimiliano Blasone shares insights as L~ARIA pop up delights Riyadh foodies
- The head chef of L~ARIA offers advice and a tasty seafood pasta recipe
RIYADH: Last month, the Mandarin Oriental Al-Faisaliah in Riyadh welcomed an exclusive pop-up of L~ARIA, from its sister property on the shores of Lake Como in Italy’s Lombardy region. Along for the ride was chef Massimiliano Blasone, who heads the kitchen at L~ARIA and oversaw the launch of the pop-up, which runs until Feb. 26.
L~ARIA, according to a press release, “fuses traditional Italian dishes with strong Oriental influences. Japanese cooking practices and techniques enhance the finest seasonal ingredients…”
The menu at the Riyadh pop-up includes lobster tempura, truffle taglioni and A5 Wagyu, as well as artisanal gelato for dessert.
Here, Blasone discusses early errors, love for lemons, and comfort cuisine.
When you started out, what was the most common mistake you made?
Trying to add in too many elements. It just disrupts the harmony of flavors and confuses the palate.
What’s your top tip for amateurs cooking at home?
Base your cooking on fresh and balanced ingredients that will maintain freshness and lightness. Your dishes will then be a celebration of both those things.
What one ingredient can instantly improve any dish?
Lemon. It’s so versatile. You can use its lemon juice or lemon zest to add flavor to salads, to seafood dishes, and even to desserts.
What’s the most common issue that you find in other restaurants when you go out to eat?
A lack of communication between the staff. In the restaurant industry, mistakes are inevitable, so the real challenge lies in minimizing them through continuous refinement. The focal point of my attention is always constant training and timely communication. Communication is the key to smooth and immediate coordination: every detail, every need must be shared clearly and promptly, so that every team member is aligned towards the common goal of providing a flawless culinary experience, without hesitation or misunderstandings.
What’s your favorite cuisine?
I am a passionate fan of comfort food — that type of cuisine that embraces the soul. So I’m always looking for dishes that are fresh, natural, and full of authenticity — qualities that only the most genuine dishes can convey.
What’s your go-to dish if you have to cook something quickly at home?
Risotto. I’m a true Italian, and risotto is one of the most beloved and versatile dishes in our cuisine. It’s a dish that, despite its simplicity, lends itself to countless interpretations, seasons, and ingredients.
What customer request or behavior most annoys you?
I always try to maintain a balanced, positive attitude; that’s just my natural inclination, professionally. But I do find it quite annoying when I sense signs of impatience from guests.
What’s your favorite dish to cook and why?
Right now, while I’m in Riyadh, my favorite dish to cook is salt-crusted sea bass. It perfectly embodies the harmony between simplicity and sophistication. It is a dish that respects the quality of the ingredients and enhances every nuance of their flavor.
As a head chef, what are you like? Are you a disciplinarian? Do you shout a lot? Or are you more laid back?
I’d say that, as a head chef, I’m the result of all the experience gained from working with professionals of great precision and discipline. I think my leadership is based on a foundation of rigor, but, at the same time, I firmly believe in the importance of serenity and clear communication, and, above all, balance.
Chef Massimiliano’s maccheroncini with shellfish recipe
(Serves 6)
Dry pasta maccheroncini
400 gr
Ingredients:
Lobster Bisque
Lobster meat
Shrimp meat
Spring onion
Tomato coulis
Tomato concasse
Sun-dried tomatoes
Almond pesto
For the Bisque:
Ripe tomatoes
Celery
Carrots
Onion
Fennel
Double concentrated tomato paste
Leeks
Non alcoholic white wine
Garlic
Shells (lobster carcasses)
Basil
Thyme
Instructions:
Roughly chop the vegetables.
Toast the lobster heads.
Sauté the vegetables and garlic.
Deglaze with non alcoholic white wine.
Add the tomatoes and the toasted lobster heads.
Add ice and water to cover, along with the aromatic herbs.
After 45 minutes, remove the shells and vegetables and strain the bisque through a fine mesh strainer.
Let the bisque reduce over low heat, then strain it again through a fine mesh strainer.
Tomato Coulis (for 1 portion):
Ingredients:
Date tomatoes (300g)
San Marzano tomatoes (300g)
Spring onion (100g)
Garlic cloves, without the germ (20g)
White onion (80g)
Instructions:
Chop the spring onion and white onion finely.
Crush the garlic cloves.
Sauté the garlic, then add the tomatoes, cut into large pieces.
After 40 minutes, add salt to taste.
Remove the garlic and infuse the basil in the sauce for 10 minutes.
After 10 minutes, remove the basil, then blend the mixture using a Thermomix (or similar blender), adding extra virgin olive oil slowly in a thin stream while blending.
Almond Pesto
Ingredients:
Cow’s ricotta (300g)
Toasted, skinless almonds (150g)
Confit tomatoes with thyme (30 pieces)
Vegetable broth (200g)
Garlic clove, without the germ (1 piece)
Maldon salt (3g)
Cooked basil, squeezed dry (150g, from cooked basil)
Extra virgin olive oil (200g)
Instructions:
Prepare the broth by simmering carrots, celery, and onions that have been charred.
Blanch the garlic 3 times in boiling water, using 3 different pans each time.
Blanch the basil, then cool it in ice water and squeeze out any excess moisture.
Combine the liquids (which should have been previously frozen as a cream), along with the confit tomatoes, almonds, garlic, and salt.
Finally, add the ricotta, making sure not to overheat the mixture.
Place the mixture in the Pacojet and freeze it.
Blue Lobster Cooking Method
Ingredients:
1 kg Blue Lobster
100g Leek
100g Carrot
100g Celery
80g Fresh Parsley
100g Lemon Juice
10g Black Peppercorns
Procedure:
Prepare the vegetable broth: In a large pot, combine the leek, carrot, celery, and parsley. Add water and bring to a gentle boil, allowing the vegetables to release their flavors and aromas. Season the broth with black peppercorns and lemon juice for a delicate balance of freshness and heat.
Cook the lobsters: Once the broth is simmering, carefully tie the lobsters in pairs, securing them upright to maintain their shape during cooking. Gently immerse the lobsters into the boiling broth and cook for exactly 5 minutes, ensuring the flesh remains tender yet firm.
Cool and extract the lobster meat: After 5 minutes, immediately remove the lobsters and allow them to cool in the cooking liquid to preserve their flavor. Once cooled, carefully extract the lobster meat from the shells, preserving the delicate flesh. Store the lobster meat in the refrigerator until ready for use, ensuring it remains fresh and juicy.
Dish Preparation
Use a sauté pan made of stainless steel, with a height of 7 cm and a diameter of 20 cm, to allow for perfect emulsification of the pasta. Begin by gently sautéing the garlic in extra virgin olive oil, making sure not to burn it, to extract the flavors in a balanced way. Next, add a finely chopped mix of confit tomatoes, along with a spoonful of fresh tomato concassé, peeled and seeded, for a touch of freshness and sweetness. Cook gently over low heat, allowing the flavors to blend harmoniously.
Deglaze with a slight splash of lime juice to add freshness and a subtle acidity. At this point, add the lobster bisque and allow it to reduce gently until a rich, flavorful sauce forms. Then, incorporate the tomato coulis, which will add an additional layer of freshness and depth to the sauce.
Add a handful of chopped parsley, a few finely sliced basil leaves, and a small pinch of Espelette pepper, which will provide a mild spicy note without overwhelming the other flavors. Keep the sauce warm so it can meld together perfectly.
Meanwhile, bring a pot of salted water to a boil for cooking the pasta. Cook the pasta al dente, then drain it and transfer it directly into the sauce, stirring gently to allow the pasta to absorb the flavors. If necessary, add a bit more lobster bisque to adjust the sauce's consistency.
Remove from heat and add the previously cut lobster meat, making sure the residual heat warms it through without overcooking. Finish the dish with a final sprinkle of fresh parsley, a drizzle of extra virgin olive oil, and a squeeze of lemon juice to balance and enhance all the flavors.
Pomodori Confit Preparation
Ingredients:
1 kg San Marzano tomatoes
100 g Extra virgin olive oil
100 g Fresh basil
60 g Fresh thyme
80 g Garlic, in the skin
Procedure:
Blanch the tomatoes: Bring a large pot of water to a boil. Immerse the San Marzano tomatoes for about two minutes. Once the time has passed, quickly remove the tomatoes and transfer them into ice water to stop the cooking process and preserve their color and freshness.
Peel and seed the tomatoes: Carefully peel the tomatoes, removing the seeds as well to obtain a clean pulp, ready for slow cooking.
Prepare for the confit cooking: Arrange the tomatoes, well-spaced, on a steel baking tray. Drizzle with extra virgin olive oil, add the garlic cloves (still in their skin), a few fresh basil leaves, and sprigs of thyme to create an aromatic bouquet that will enhance the flavor.
Slow cooking: Place the tray in a static oven set to 70°C (160°F) for a prolonged period of 6 hours, allowing the tomatoes to slowly dehydrate and concentrate their flavors without overcooking.
Cooling and storage: Once the cooking is complete, let the tomatoes cool in the tray, then store them in the refrigerator to preserve their freshness and delicate flavors.
Where We Are Going Today: Asalet Beirut in Jeddah
or those craving authentic Lebanese flavors, Asalet Beirut in Jeddah offers a wide array of traditional pizzas, manaqeesh and pastries, all baked fresh to order.
The restaurant is known for its simple yet charming setup, catering to locals and visitors. The interior is styled on a homely Lebanese bakery, creating a cozy atmosphere.
One of the highlights of the menu is meat manaqeesh, a dish that has earned high praise for its rich flavor and perfectly baked crust. The meat is seasoned to perfection, blending Lebanese spices with a tender texture that melts in your mouth.
The menu is extensive, offering everything from zaatar and cheese manaqeesh to classic pizzas. While the variety is impressive, some items, such as the labnah manaqeesh, tend to get soggy if not eaten immediately. This makes eating in the car the best way to enjoy the food at its freshest and most flavorful.
The pricing is good with options catering to different budgets, making it a go-to place for quick bites or family meals.
While the food stands out in terms of flavor and variety, the main drawback is the occasional inconsistency in texture if some items sit for too long. However, the vibrant flavors and authentic preparation more than make up for it, especially for those who enjoy freshly baked goods.
Whether you are a fan of Lebanese cuisine or looking to try something new, Asalet Beirut is a great choice for flavorful, budget-friendly meals.
For more information, check their Instagram @asaltbyrut.
Zuma Riyadh ‘feels like a homecoming,’ says Azumi Group CEO
DUBAI: Born in London, coveted Japanese restaurant Zuma opened its doors in Riyadh’s King Abdullah Financial District mere weeks ago, with Azumi Group CEO Sven Koch telling Arab News that Saudi Arabia’s capital city was chosen “because of its cultural importance to the Kingdom.”
With 15 locations across the world, this marks Zuma’s first outpost in the Kingdom — but Saudi foodies are familiar with the luxury brand, Koch said.
“Since its inception in London in 2002, guests from Saudi Arabia have been one of the most loyal Zuma demographics from around the world. Bringing the Zuma experience to the Kingdom feels like a homecoming,” he said.
With interactive sushi and robata counters offering a front-row view of the artistry and precision of Zuma’s chefs, the Izakaya-style restaurant serves traditional Japanese dishes with a modern twist.
There are a few Riyadh-exclusive items on the menu. The Ajwa Date and Miso Toffee Cake dessert comes with ginger crumble, poached pears, and sweet corn mochi ice cream.
It is “a creation that combines the essence of the region’s flavors with Zuma’s renowned techniques,” Koch said.
Koch described Zuma Riyadh as a space that blends Middle Eastern influences and classic Japanese designs.
“Designed by renowned architect Noriyoshi Muramatsu, the space is a blend of Middle Eastern influences and Japanese design, creating an ambiance that is both locally inspired and globally sophisticated,” he explained.
Zuma’s launch in Riyadh was inspired by the cultural and economic transformations that the Kingdom has been undergoing over the past few years, especially in the food and beverage sector.
In 2025, Riyadh will have several new glittering international restaurants including Latin hotspot Amazonico, Japanese-Peruvian eatery Chotto Matte and Italian dessert cafe Cipriani Dolci.
“This transformation has focused on fostering a more vibrant lifestyle, creating a bigger demand for world-class dining and flavors … Zuma Riyadh’s debut in the Kingdom is a testament to the growing demand for exceptional dining experiences while also catering to a clientele that values both tradition and innovation,” said Koch.
