McDonald’s Mobile Ordering News: Mobile Orders To Boost Efficiency, Cut Down Mistakes?

Joe BacaronNov 29, 2016 10:57 AM EST
websiteRonald McDonald entertains the crowd in one of the kiddie events of the fastfood giant

After disappointing second quarter earnings, the McDonald's mobile ordering kiosks were launched that may prop up revenues for the retail fastfood giant.

According to CNBC, McDonald's had a net income of $1.09 billion on sales of $6.26 billion. While analysts predicted that the company will hit 3.4 percent growth on that period, same-store sales in the US only accounted for 1.8 percent growth.

At that time, the fastfood chain was aggressively promoting its All-Day Breakfast and McPick 2 promos which, although popular, did not really make a dent on the bottomline due to their cheap cost.

This time, however, it introduced the McDonald's mobile ordering kiosks to speed up service. This new strategy will roll out in the US in the first half of next year.

The report from Nation Restaurant News said that McDonald's has piloted the mobile kiosks at 500 locations in NYC, Southern California and Florida. Next year, Seattle, Chicago, Washington D.C., Boston and San Francisco will follow suit.

This is still part of the company's "Experience of the Future" campaign, which also saw its digital staff balloon from 20 core employees to 250 workers.

There are 14,000 branches in the US, which is almost half of the 36,615 McDonald's all over the world. Apart from speeding up the ordering process, the mobile ordering kiosks will also reportedly boost efficiency and cut down on the number of mistakes.

The McDonald's mobile ordering kiosks strategy is still in its early stages, said CEO Steve Easterbrook, who also conceded that, "There is nothing more powerful than one-on-one customer experience."

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