McDonald’s Hong Kong says it will convert another 40 Hong Kong stores to its ‘experience of the future’ format by year’s end.

That will take the tally of new generation, high-tech outlets to 100.

The new format stores have a high dependency on technology, with a touch-screen, do-it-yourself ordering system. A new mobile ordering app is scheduled for release soon.

The fast-food brand has identified four core pillars of its new format: digital ordering, menu innovation, delivery and customer experience. The new format stores make home deliveries after 6pm.

The menu innovation allows customers to build their own burgers, using the touch screen, effectively expanding the chain’s menu to 27 different variations. Diners can choose a taste style, such as Spicy Jalapeno, then select the fillings and the bread.  

For customer convenience, USB charging stations are installed to allow phones or tablets to be recharged.

McDonald’s Corporation has sold 20-year master franchise rights to a consortium, comprising China’s Citic and private equity player Carlyle Group, which is due to take over the restaurant network in Hong Kong and Mainland China shortly. The new owners are supportive of the new generation format, according to news reports.