McDonald’s on Thursday announced a bold plan to roll out its “restaurant of the future” concept to Chicago and other big U.S. cities.
Here is video of Just For You
On Thursday, McDonald’s announced that it would expand the service to all 14,000 of its American restaurants.
The Wall Street Journal reports:
McDonald’s Chief Executive Steve Easterbrook, speaking at a McDonald’s in New York’s Tribeca neighborhood on Thursday, said the company has long expected customers to adapt to its business model of ordering at the counter and then waiting to collect their own food. Now, he said, “we’re adapting our business around customers.”
The Journal also reports that “test runs at more than 500 restaurants…showed an increase in foot traffic and contributed to a mid-single-digit percentage increase in restaurant sales, lifting the $5 to $6 average check by $1, on average.” Customer satisfaction scores also increased “because families, in particular, appreciate having their food brought to them.” (The company also announced rollout of a new mobile order-and-pay app, which would allow customers to order and pay for food from their smartphones.)
Inc. article on McDonalds 11/21/16
McDonald’s USA in tech push plans self-serve kiosks, mobile ordering
The cost of installing kiosks is between $50,000 and $60,000 and the company is willing to help with money or financing, McDonald’s executives said. Eastbrook has said that equipment is not expected to reduce the number of workers in restaurants, since traditional order takers would be redeployed to help customers learn to operate kiosks and to deliver food to tables.
Demonstrating returns is key to convincing franchisees to make the switch, executives said. In a video, one UK executive said sales grew 8 percent in downtown London as a result of the initiative.