Identify an initiative discussed in the organization’s annual report that occurred in the preceding three or four years.

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In the 2020 Annual Report of McDonald’s Corporation, an initiative taken by the company to attract more customers was highlighted. The “Experience of the Future” strategy was launched in 2017 and is currently being implemented across all restaurants worldwide. This initiative focuses on creating a more pleasant customer experience through technology-enabled services such as mobile ordering, table service delivery and digital menu boards. It also involves renovating existing locations to make them look more modern and appealing; while newly opened outlets will be designed with special features such as self-order kiosks, seating areas for socialization or even interactive play areas for kids.

The project has been successful so far; it has provided customers with greater convenience due to its speed and efficiency which enables faster order processing times. Additionally, feedback from patrons have shown that they are happy with new options available at their disposal which further encourages them to visit these establishments multiple times – thus driving up sales figures significantly! Moreover, since launching this program McDonald’s have seen an increase in engagement rates amongst millennials who are drawn towards innovative experiences offered by these fast food chains.

To conclude, “Experience of the Future” is one of many initiatives discussed in McDonald’s 2020 annual report which had started over three years ago – it helped improve customer experience while boosting profits at same time!