“We can’t impact the speed or the quality of our food,” mentioned Jim Sappington, McDonald’s executive vice president of operations, digital and technology. He brings about the example of if mobile customers should have to wait for orders, “you get a question of ‘Why did I use the app?’,” he says. “Our focus is to make the overall experience clearly better.”
The company says that the automation enhancements should assist in reducing transaction times, error and free up employees to be able to bring food to tables or cars in spots that are designated for mobile order.
So when can you expect to see this?
A unique feature to the app will be that it will be able to track a customer’s location to ensure that orders for one, get sent to the right restaurant, but that it is also timed so that food isn’t left to it’s own devices under heat lamps. Then, when the customer arrives, the app will ask for confirmation and payment before sending any orders into the kitchen. As one investor asked, “if they don’t start your order until you pull in the lot, are you really gaining that much time?” The finalized version of the app will also allow customers to choose table service, counter or drive-through pickup, or curbside delivery.
Interestingly, McDonald’s Chief Exec Steve Easterbrook mentions that if 20 percent of drive-through customers use curbside and another 20 percent use the lanes for pickup only, restaurants could serve another 20 cars per hour, which would lift business at U.S. drive-throughs that account for approximately 70 percent of sales in the country.
What do you think readers?