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McDonald's Restaurants in Poland Look Like the Future of the Golden Arches

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McDonald's Corp. (MCD) restaurants of the future are almost unrecognizable.

In Tuesday's conference call, McDonald's President, CEO and Director Stephen J. Easterbrook said its Polish eateries provide a look at the company's plans for the future. Easterbrook called the eastern European nation the company's "incubator market," since its restaurants there have adopted all aspects of the fast-food chain's "Experience of the Future," or EOTF, at once.

"Experience of the Future, or EOTF, as we call it, fundamentally changes the way customers interact with our brands," Easterbook said in the call. "We're providing an experience that is more personal and less stressful, matching our best people with technology platforms like self-order kiosks, digital menu boards and table service. Changes in the layout of our dining rooms and service areas create better customer flow and give us the ability to enhance our McCafe and dessert business."

McDonald's has introduced some aspects of its EOTF such as McDelivery in the U.S. and other markets, including Canada and Italy.

"[EOTF is] making a difference for customers and for our business," Easterbook said. "Comparable sales and guest counts in [Milan and Catania, Italy] are above the market averages and in line with the mid-single-digit sales lifts that we have seen in other markets that have made progress with EOTF deployment."

In the U.S., McDonald's same-restaurant sales increased 3.9% in the second quarter, versus the 3.1% expectation on Wall Street. Globally, they rose 6.6%. McDonald's shares fell 0.4% to $155.26 early Monday afternoon.

"We're building a better McDonald's, and more customers are noticing," Easterbrook said in a statement.

Here is what that "better" McDonald's is shaping up to be.

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