As McDonald’s seeks to modernize its business, the company is placing a big bet on mobile and other tech platforms.
McDonald’s has been systematically adding self-service ordering kiosks and table service to stores as it works to “build a better McDonald’s.”
Now McDonald’s plans to upgrade 1,000 stores (mainly in the United States) with this technology every quarter for the next eight to nine quarters.
Steve Easterbrook, CEO McDonald’s:
“It’s a dramatic change! If you think about only two years ago, if you were a customer there were two ways you can get served at McDonald’s.”
“You walked to the front counter and line up and take your drink and find a table or you go through the drive through.”
“We’re introducing many options. They can order through mobile, they can come curbside and we’ll run it out as well as the existing traditional ways.”
“You can pay in different ways and customize your food in different ways. I think we’re trying to add more choice and variety.”
Canada, Australia and the U.K. are already fully integrated with kiosk service and mobile ordering. Locations in France and Germany, too, are almost completely transformed with this new technology.
Steve Easterbrook:
“The U.S. is a little bit behind.”
“We do know it helps grow the business: Customers come back more often, they stay a little longer. They are just more engaged with us as a business and as a brand.”
“What we’re finding is when people dwell more, they select more, there’s a little bit of an average check boost.”
“We know it’s the right way to go. That’s why we are accelerating so hard…”
