On Wednesday, McDonald’s began testing mobile orders and payments in select US markets. USA McDonald’s was the first company to test the technology to solve problems before its full deployment in the United States. and in other international markets at the end of the year.
Mobile orders are initially available at 29 restaurants in Monterey and Salinas, California, through the company’s mobile app. According to McDonald’s, the process will extend to 51 additional restaurants in Spokane, Washington, on March 20.
For the fourth quarter of 2017, McDonald’s plans to place live mobile orders at its 14,000 American restaurants. According to Reuters, another 6,000 people in Canada, the United Kingdom, France, Germany, Australia, and China will receive the technology by the end of the year.
With the McDonald’s mobile app, customers can search the menu, view weekly deals, find nearby locations, and more. Customers can now also order and pay in the app as mobile ordering is increasingly available.
Role of the technology
The implementation of technology differs slightly from that of fast-food competitors. After customers place their order and payment through the app, McDonald’s uses geographic barrier technology to track the customer’s location so that food is prepared near the store. This prevents food from staying under heat lamps for a long time.
The time savings this will bring for some customers is questionable as McDonald’s has made several improvements over the years to speed up service, primarily through directional service. Your food may not be the best, but it is known to be fast.
Mobile orders have an advantage for larger orders. McDonald’s tells us that the typical ordering process for 2-3 items for Drive-Thrus takes an average of 17 seconds, but for items with 8-10 items, it takes 50-100 seconds. The sequence of movements restores these average values for the 10 to 15-second cycle.
Customers who order in transit can pick up their purchases at the counter, in transit or through the new sidewalk delivery, McDonald’s says. During transportation, customers simply give the crew the order code and then go to the pickup window.
The main objective of the pilot is to solve problems before national implementation and obtain customer feedback.
Surprisingly, the channel was left behind when switching to mobile devices.