McDonald’s: now hiring touchscreens
When Steve Easterbrook took over as CEO of McDonald’s in March of 2015, the fast good giant wasn’t doing so hot.
Fast-casual joints like Shake Shack and pre-E.coli Chipotle were stealing their customers, global sales were down, and an increasingly health-conscious society was forcing Mickey D’s to reinvent itself.
Easterbrook to the rescue!
Since then, McDonald’s launched all-day breakfast, introduced fancier ingredients, put more salads and wraps on the menu, and removed artificial preservatives from Chicken McNuggets.
That strategy seems to be working, as revenue and profits are on the upswing (both topped forecasts last quarter).
Well done, Easterbrook. You righted the ship and put some wind behind the golden arches’ sails. Got anything else up your sleeve, bud?
“Of course I do, bud. Touchscreens and table service.” – Steve
McDonald’s recently announced that it will roll out self-service kiosks and table service to all of its 14,000 American restaurants.
How’s it gonna work?
After placing your order on a touch screen Wawa-style (Philly shout out), you’ll get a “digital location device” and can take your seat. After all, browsing Facebook and Instagram is much more comfortable sitting down.
Then, once your order is ready, the device will guide a server right to your table to deliver your Big Mac (no pickles) and Dr. Pepper.
McDonald’s traditionalists, don’t fret! You can still order food the old-fashioned way at the counter.
Self-kiosk-phobics (people who are afraid of self-kiosks) shouldn’t worry, either, as you’ll be able to order right from your phone soon, too.
But what about all the workers who are about to be let go?
This new system is designed to improve the customer experience, not cut costs; so thankfully, employees won’t be fired, they’ll just be given slightly different jobs.
As Easterbrook puts it, “We’re not cutting crew; we’re redeploying them.”
McDonald’s’ franchises will be responsible for paying between $28k (lower sales volume stores) and $56k (the always packed ones) for the upgrades.
Great investment if this ends up increasing sales, not so great investment if sales remain stagnant. But that’s pretty obvious.