McDonald’s is Super-Sizing Convenience and Customization
How McDonald’s is bringing the 21st century and the smartphone revolution to its franchises
Want a Quarter Pounder with no onion and extra pickles without talking to a human? You got it thanks to McDonald’s multi-billion-dollar kiosk innovation, a technological advancement that allows customers to order exactly the way they want to – fast and according to their tastes.
A mobile-order-and-pay technology, a self-serve beverage area and more expansive dining areas are also part of the package.
Ray Kroc would have approved.
The late fast food visionary was all about customer experience, said Meghan Sweeney, who sits on McDonald’s national technology board. “His passion was serving the customer,” Sweeney said. “He wanted to be fast, friendly and have a place that was community oriented.”
Kiosks
Say goodbye to cashiers and hello to kiosks.
Instead of being greeted by friendly faces in restaurants, you may soon be welcomed by LED screens. As of 2020, McDonald’s is implementing self-service ordering kiosks in all U.S. locations.
Order and pay with the touch of a few buttons and your order will be on its way shortly. Kiosk orders are geo-tracked, meaning once you’ve paid at the kiosk with a credit or debit card, you’re free to take a number and have a seat (you can also pay at the counter). Your order will find your table.
McDonald’s has been quick to say that the kiosks aren’t an opportunity to order and cut into the counter lane, but that they’re plainly a new, more convenient ordering platform. Once customers get comfortable with the technology, it’s easier to hang around and order more fries or a drink for the road.
Mobile Ordering
Of course, what would a cool high-tech innovation be without a cool mobile app? McDonald’s new mobile-order app allows customers to order from work, home or on-the-go and pay online through their smartphones. All that remains is to pull into a designated pick-up spot where your order is hand-delivered. No sitting in the drive-through queue and no getting out of the car.
The app is a bona fide hit according to Apple’s app store, where it currently ranks number three with an average rating of 4.5 (out of 5) stars and more than 56,000 ratings (downloads doubled in Q3 2018).
The Future is Now
Kiosk and mobile-app ordering are tailor-made for younger generations, for whom automation and online purchasing are second nature. For them, what McDonald’s has done is more of an “it’s-about-time” improvement than a “wow” eliciting technological jump.
The technology is certainly captivating, but it’s important to remember that it all boils down to service and convenience. Kiosk and mobile app ordering are simply giving customers more of what they really want from McDonald’s – timely service and a convenient experience. And that’s where McDonald’s has made the greatest impact.
For the rest of the industry, the future has arrived. McDonald’s is outfitting 1,000 U.S. restaurants a quarter with kiosks over the next eight to nine quarters – an average of 10 per day, according to CEO Steve Easterbrook. And with the popularity of the McDelivery app, it’ll be interesting to see how Wendy’s, Burger King and other competitors put their own spin on the situation.