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: ‘Otium Concept’ in Jeddah
- The dessert selection continues the theme of indulgence with offerings including rose lokum cheesecake adorned with fresh petals, and an apple tarte fine served with vanilla ice cream
Otium Concept is located in Fayfa Avenue Mall on Prince Sultan Road in Jeddah. It is a lifestyle store and restaurant/cafe inspired by the glamour of art deco salons.
The cafe offers a thoughtfully crafted menu that combines international comfort foods with artisanal ingredients. Breakfast options include classics such as eggs Benedict on brioche and the cafe’s signature Beirut breakfast, featuring foul, labneh, and halloumi.
For lighter options, there are wholesome choices like Greek yogurt bowls with granola and honey, or acai bowls topped with fresh berries.
Starters, including burrata with pesto and tomato caviar, and beetroot carpaccio with hazelnuts and goat cheese, are well-presented, while from the main courses, the grilled pistachio salmon is a highlight, offering a delicate-yet-rich flavor profile, while the honey mustard chicken provides a savory-sweet experience with a tender, juicy texture.
The dessert selection continues the theme of indulgence with offerings including rose lokum cheesecake adorned with fresh petals, and an apple tarte fine served with vanilla ice cream.
The menu also features hearty salads and sourdough open sandwiches including spicy chicken or lobster, offering a comforting and satisfying meal on the go, as well as fresh pasta dishes such as lemon spaghetti and penne arrabbiata.
With its sophisticated-but-inviting atmosphere, Otium promises a dining experience that is both comforting and refined, making it a great choice for any occasion. Otium also offers catering services.
The boutique provides a distinct shopping experience, showcasing handpicked pieces from celebrated European designers. The space feels like a curated gallery, with brands including Forte Forte, Jamin Puech, and Yavi offering clothing, accessories, shoes, bags, and even decorative home items.
Otium also embraces its cultural side with an impressive collection of art and antiques, curated by architect Ibrahim Radwan. The gallery space features an eclectic mix of sculptures and paintings, blending history with modernity. Notable pieces include a Napoleon III-era mantel clock, an antique bronze statue of a German soldier, and vintage French candelabras.
Check @otiumconcept on Instagram for more details.
Where We Are Going Today: ‘Le Relais de l’Entrecote’ in Jeddah
- No French meal would be complete without dessert, and Le Relais de l’Entrecote offers an array of indulgent options to finish on a sweet note
Le Relais de l’Entrecote, located at Fayfa Avenue on Al-Tahlia Street in Jeddah, offers a French dining experience that brings a piece of Paris to the city. Every element of this restaurant, from its traditional bistro decor to the attentive hospitality, reflects the essence of France.
The atmosphere inside is cozy and intimate, while the outdoor terrace provides an ideal setting for open-air dining when the weather is right.
Known for its single-dish concept, Le Relais de l’Entrecote serves only one main course: a classic steak and fries. This approach, honed since the restaurant’s beginnings in Paris in 1959, allows the chefs to perfect their offering.
The meal kicks off with a simple, flavorful green salad tossed in a mustard vinaigrette and garnished with crushed walnuts. Following this, diners are served a tender steak, cooked to their liking, and accompanied by crispy fries.
Though the menu is straightforward, the quality and attention to detail elevate the dining experience. While waiting for the main course, guests are treated to a basket of freshly baked French baguette. Be cautious, though — the bread is so delicious, it can be tempting to fill up before the main event arrives.
No French meal would be complete without dessert, and Le Relais de l’Entrecote offers an array of indulgent options to finish on a sweet note.
Among the choices are creme brulee, with its delicate, caramelized crust; a strawberry melba with fresh strawberries, vanilla ice cream, and a splash of red currant coulis; and chocolate profiteroles, which feature light pastry filled with vanilla ice cream and topped with warm chocolate sauce and toasted almonds.
Other delights include the rich Sevigne chocolate cake served with Chantilly cream; the refreshing raspberry sorbet with fresh berries and raspberry liqueur; and the Summer Vacherin, a mix of meringues, vanilla ice cream, and raspberry sorbet topped with raspberry coulis and Chantilly cream.
Though a two-course meal here may be on the pricier side, the quality of ingredients and the distinctive dining experience make it worth trying at least once in a lifetime — an ideal choice for a special occasion, rather than an everyday outing.
Check @lerelaisentrecote on Instagram for more details.
Ayman Al-Zubaidi: Bringing authentic Saudi flavors to London’s culinary scene
- The founder of London’s Hijazi Corner was hopeless in the kitchen, but his move abroad sparked a desire to recreate the cuisine of his homeland
LONDON: Ayman Al-Zubaidi — the acclaimed chef behind Hijazi Corner, London’s first Saudi Arabian restaurant — has cooked for dignitaries, diplomats, celebrities and even the Kingdom’s royal family. But his most discerning critics were waiting for him much closer to home.
In 2021, after several years living in London, Al-Zubaidi came home to Jeddah. But instead of the football shirt his family had pictured him wearing after his UK studies in sports science, he returned in chef whites. It was a transformation that no one saw coming — least of all him.
Growing up in Jeddah’s Al-Sabeel district with his sister and three brothers, Al-Zubaidi could barely boil his own water. The kitchen was strictly his mother’s territory, and his late-night culinary ventures didn’t go far beyond packets of instant noodles. But now, the tables had turned, and his mother was seated as his guest.
“When I first moved to the UK, I was clueless in the kitchen, so I called her for help,” Al-Zubaidi tells Arab News from his restaurant in London’s de facto Arab district of Edgware Road. It was her loving mentorship that laid the foundations for his culinary journey, shaping his path to becoming one of London’s most distinctive chefs.
“When any chef starts to speak about food, they talk about their mum. Her chicken kabsa is a bit oily, a bit shiny and looks amazing — even just talking about it now I become hungry,” Al-Zubaidi says. “But even if I had the same ingredients and made it the same way, hers would always taste better.”
Building on family recipes honed over decades by his ancestors in Yemen, Al Zubaidi’s Hijazi Corner is the only place in the UK capital where Saudis can find a true taste of home.
Lined with thick carpets and ornate window paneling evoking the buildings of Jeddah’s Al-Balad historical district, its menu is full of comforting favorites drawn from across the Kingdom’s western coastal region — chicken seelag, slow-roasted lamb haneeth and delicate, flaky samboosek.
“From the richest person to the poorest person in Saudi Arabia, we eat the same food,” he says. “When we celebrate, when we grieve, when we are happy or sad, we get masoub (banana pudding) or motabbaq (thin layers of pastry stuffed with meat).”
Al-Zubaidi’s path to the kitchen was anything but conventional. As a teenager eager to learn English, he set his sights on the UK, drawn by what he called “a love for the accent,” and made the leap in 2017. After completing his language course, he switched tracks to study sports. But somewhere between lectures and life abroad, homesickness hit in the form of a craving for the familiar flavors of Arabia.
“In London, you can find plenty of Turkish, Kurdish, Indian, even Malaysian options — but nothing from Saudi,” he explains. “So I decided to make it myself.” He began recreating the comforting dishes of home in his small Clapham flat, selling them cash-in-hand to fellow Saudis in search of an authentic taste of the Kingdom.
But the secret didn’t stay a secret for long. Soon, his passion found a new platform — Snapchat.
Al-Zubaidi shared short videos of his cooking process, garnishing each clip with personal moments and mouth-watering close-ups of Saudi dishes. His humble videos quickly gained a loyal fanbase, and orders poured in from every corner of the city — particularly as COVID took hold in the early months of 2020.
“People from the Saudi embassy added me, people from Aramco working in London added me. Saudis living here, working here, growing up here — plus lots of foreign people who had been to my country and tried this food before.”
What started as a side hustle quickly evolved into a pop-up, and by 2023, into a brick-and-mortar restaurant where Londoners could finally experience the authentic flavors of Saudi Arabia.
During the pop-up stage, Al-Zubaidi’s Snapchat followers became more than fans; they became enablers of his culinary vision, bringing a piece of Saudi Arabia to his London kitchen. Whenever one of his followers planned a trip from Saudi to the UK, they’d reach out, asking if he needed any hard-to-find ingredients.
Al-Zubaidi’s requests were simple but essential — fragrant spices, fresh dill, and most importantly, the special pastry sheets that he just couldn’t source in London.
“I’d say ‘I need the real pastry for samosa.’ And they’d bring it for me,” he says.
The enthusiasm was mutual. His followers were just as eager to bring these reminders of home, knowing he’d transform them into the dishes they missed.
Yet not everyone was as supportive. As he juggled his studies and the pop-up, criticism began to surface, especially from former friends back home.
“They mocked me,” he recalls. “They’d say things like, ‘You went to the UK to study, and now you’re just selling food?’”
Influencers he approached for social-media support brushed him off with dismissive remarks. But Al-Zubaidi was undeterred, finding new friends and switching his studies from sport to cooking. With a network of loyal clients and the backing of a few new investors he had met along the way, he began seriously considering a restaurant.
One wealthy friend, who had seen the young chef’s determination, urged him to take the plunge. After months of hard work studying knife skills, mastering Saudi dishes, and learning the restaurant business inside out, Al-Zubaidi took the leap.
Two years after opening its doors, Hijazi Corner is a definite success, becoming one of London’s top-rated Middle Eastern eateries. It’s perpetually packed with diners, and has become a go-to spot for celebrities, diplomats, and dignitaries from the Arab world and beyond, all seeking an authentic taste of Saudi Arabia.
After showcasing Saudi cuisine at several festivals and events, on National Day this September, Al-Zubaidi received a special honor — an invitation to the Kingdom’s embassy in London.
The recognition came after HRH Prince Khalid Bin Bandar Al-Saud, Saudi Arabia’s ambassador to the UK, visited Hijazi Corner and was so impressed that he mentioned it by name in his National Day speech. Al-Zubaidi, overcome with pride, shed tears of joy.
“I am proud of what I’ve achieved, but I haven’t finished yet,” he says. “This is just the beginning—there’s so much more of Saudi culture I want to share with the world.”
Where We Are Going Today: Raoul’s at VIA Riyadh
Raoul’s at VIA Riyadh transports diners to France with its elegant menu of French-inspired bites and desserts. The restaurant’s attention to detail and dedication to authentic flavors makes it a standout for those seeking a refined dining experience.
Start with the braised lamb, served on a crisp parmesan cookie and topped with a touch of tomato jam. This combination brings rich, savory flavors with a slight sweetness, capturing the essence of French cuisine.
The beetroot, feta and avocado mini-tart adds a refreshing, colorful bite to the meal, while the crispy crab beignets are light yet packed with flavor, offering a perfect contrast to the heavier dishes.
For dessert, Raoul’s sticky date pudding pops, coated in warm toffee sauce, provide a cozy, nostalgic sweetness, while raspberry profiteroles with a crispy biscuit finish the meal on a light, fruity note.
The drinks menu complements the French flavors, featuring options such as the Kir Royal, a sparkling blend of wine with cherry cordial, and the Pink Promise, which mixes sour soup juice, rose water, hibiscus tea and lime juice for a floral, refreshing taste. The ambiance is relaxed and sophisticated, with live music adding a touch of elegance to the dining experience.
However, parking at VIA Riyadh is not complimentary, which may be inconvenient for some diners. Despite this, Raoul’s dedication to authentic French techniques and modern twists makes it a fantastic choice for an elegant night out, offering dishes that are both classic and inventive.
For more information, check Instagram @raoulsrestaurant.sa
Recipes for Success: Chef Ranveer Brar offers advice and a delicious saag meat recipe
DUBAI: Celebrity chef, painter and actor Ranveer Brar was born in Lucknow, northern India, and fell in love with cooking at a very young age. While accompanying his grandfather to the local gurudwara (Sikh place of worship), he remembers sneaking into the community kitchen — known as a langar — excited by all the activity there.
“A few years later, when I was a pre-teen, the priest called me aside and asked me to prepare the rice dish, as his wife was unwell that day. I had no list of ingredients, nor the recipe, but, recalling what I’d observed, I prepared the dish and it turned out quite well. That was my first experience of instant gratification with food,” Brar tells Arab News. “After my debut at the gurudwara, my next attempt at cooking was when my mother fell ill and I made rajma — again, without any recipe, I just made it from my memory of watching my mother make it. I overheard my dad complimenting the attempt and, at that moment, I realized that food was my calling.”
Brar opened his first restaurant in the Gulf in Dubai late last year.
“Kashkan means ‘From Kashmir to Kanyakumari,’” he says. “The UAE, and Dubai in particular, seemed like the perfect venue because it is a melting pot of both cultures and cuisines, so what better place to celebrate Kashkan’s melange of flavours?”
Here, Brar discusses his favorite ingredient, the toughest dish to perfect, and advice for amateurs.
When you started out, what was the most common mistake you made?
Trying to do too much and over-express myself. As a result, I was losing myself — the idea I was trying to express was getting lost. With age I understood that not everything one knows needs to be expressed in a single dish. Wisdom lies in choosing the right moment for the right expression.
What’s your top tip for amateurs?
Stick to the basics. If you get the fundamentals right, you can rarely go wrong with cooking. They can then become the basis for innovation as one evolves.
What one ingredient can instantly improve any dish?
That would be coriander for me, adding a lot of freshness. From the stalks to the leaves, every element of the herb is fascinating. Also olive oil, which adds richness.
When you go out to eat, do you find yourself critiquing the food?
I don’t really. I view food as food. The reason I am who I am is because food has always made me happy, so I don’t want to take that role away from food in my life. When eating out, I try to feel, understand and appreciate the intent of the person who’s cooking. But when it’s my cooking, I tend to be quite harsh and critical of myself, because every time you cook, it’s an opportunity to improve yourself.
What’s your favorite cuisine?
It’s usually the local food of the place I am travelling to. Also, the simpler the restaurant, the more likely I am to end up there. I believe the essence of good food is its simplicity. What better than street food and age-old places to understand the true culture and cuisine of any place?
What’s your go-to dish if you have to cook something quickly at home?
Has to be khichdi. It’s the perfect one-pot meal that has everything your appetite needs. Add in vegetables and you get a good proportion of all nutrients on your plate. And don’t forget the ghee!
What customer request most annoys you?
Strangely, it’s when they ask for salt! Salt is such an important element of any dish. A little too much salt can subdue other flavors and too little can fail to elevate them. I feel it’s the chef’s judgment of the amount of salt that allows us to experience the dish as intended. So when customers ask for salt it disappoints me, because the true nature of the dish might get spoiled.
What’s your favorite dish to cook and why?
My special chicken curry. Be it family or friends, I always get asked for that. It’s now a signature dish at Kashkan too.
What’s the most difficult dish for you to get right?
Biryani is something I would love to keep perfecting. You have to cook many layers of rice at the same time, giving it minimum water, minimum heat over a long period of time, with every grain of rice being the same, every layer of flavor equally coating the rice. I think biryani is the perfect test for anyone who is a student of Salt-Fat-Acid-Heat.
As a head chef, what are you like? Are you a disciplinarian? Or are you more laid back?
I used to be a disciplinarian believing that cooking was all about control; the heat, environment, ingredients and cooking itself. Now I’m more relaxed; it’s more collaborative, it’s more about letting the team express themselves and my role is to guide them through that expression.
RECIPE: SAAG MEAT
Preparation time: 10 minutes
Cooking time: 35-40 minutes
Serves 2-4
INGREDIENTS:
For the marination:
4 medium Onions, sliced
¼ cup fresh Fenugreek leaves
¾ cup Curd, beaten
Salt to taste
½ tsp Turmeric powder
½ tsp Degi red chili powder
½ tsp Coriander powder
1 kg Mutton (with bones)
½ tbsp Ginger Garlic paste
For the mutton:
3-4 tbsp Oil
3 Bay leaf
2 Black cardamom
2 Cloves
¼ tsp Cumin seeds
Marinated Mutton
Salt to taste
few fresh Fenugreek leaves
Little water
For the saag meat:
1 tbsp Oil
1 tbsp Ghee
1 inch Ginger (peeled & chopped)
4-5 Garlic cloves, chopped
2 medium Onions, chopped
2-3 Green chillies
2 Dry red chillies
2-3 medium bunch fresh Spinach leaves, chopped
¼ cup Amaranth (Bathua)
Salt to taste
Little water
1 tbsp Butter, cubed
Pressure Cooked Mutton
½ tbsp unsalted Butter or white butter, cubed (optional)
½ tsp Mustard oil
For garnish:
Coriander sprig
INSTRUCTIONS
For marination:
In a bowl, add onions, fresh fenugreek leaves, curd, salt to taste, turmeric powder, deg red chili powder, coriander powder, mutton, ginger garlic paste and mix it well.
Keep it aside for further use.
For the mutton:
In a pressure cooker, add oil, once it's hot, add bay leaf, black cardamom, cloves, cumin seeds and let it splutter.
Add marinated mutton and saute it for 6-7 minutes. Add salt to taste and cook for a while.
Add a few fenugreek leaves and mix well. Add water, close the lid and cook it for 5-6 whistles or until the mutton is tender.
Keep it aside for further use.
For the saag meat:
In a kadai (Indian wok), add oil, ghee, once it's hot, ginger, garlic, onion, green chillies and saute for a minute.
Add dry red chillies and saute well. Add spinach, amaranth leaves, salt to taste, water and saute well.
Add butter, close the lid and cook it for 3-4 minutes.
Add cooked mutton and let it simmer for a while.
To finish, add unsalted butter or white butter, mustard oil and stir it well.
Transfer it to a serving dish and garnish it with coriander sprig.
Serve hot with roti.
