McDonald's (NYSE: MCD) is hoping to turn things around after suffering from lower sales these past few years. The fast food giant is currently banking on giving its service some digital upgrade in order to dramatically enhance customer service.
"As customers’ expectations increased, McDonald’s simply didn’t keep pace with them," the company had admitted in a statement. By improving the company's apps as well as its ordering kiosks, McDonald's also hopes to regain customers that it has lost in the past.
McDonald's looking to provide more "Experience of the Future" restaurants
McDonald's is looking to make a series of "Experience of the Future" revamps to its restaurants across the US. Aside from featuring kiosk ordering and table service, there will also be increased functionality in the brand's mobile app. McDonald's says its plans to "reimage" as much as 650 restaurants in 2017. Combined with previously modernized restaurants, the number of McDonald's "Experience of the Future" restaurants will reach as much as 2,500 by the end of 2017.
McDonald's Mobile Order And Pay
For starters, McDonald's is looking to roll out its mobile order and pay service to as many as 20,000 restaurants by the end of 2017. This feature will be enabled in McDonald's app. With the help of this, customers can easily personalize their orders and skip the Drive-Thru line by getting curbside delivery service instead. For customers who use the Drive-Thru, they just need to read an already placed order code to the crew and their mobile order will be ready for pickup at the window.
Improved McDonald's Ordering Kiosks
At the same time, McDonald's is also looking to enhance its ordering kiosk. According to the company, customers will be able to place its orders without having to go the front counter. Using the kiosk, orders placed will be delivered directly to the table. Aside from this, McDonald's also plans to make ordering more convenient by having kiosks recognize a customer's app profile, which can access customized favorites and preferred payment methods. At the same time, the company also plans to enable orders for pick up using the mobile app.
The fast food giant is hoping that utilizing technology would help improve business. "Through enhanced technology to elevate and modernize the customer experience, a focus on the quality and value of our food and redefined convenience through delivery, we have a bold vision for the future and the urgency to act on it," McDonald's President and Chief Executive Officer (CEO) Steve Easterbrook explained.
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