McDonald’s like-for-like sales rose 5.7 per cent year-on-year in the first quarter – the highest growth out of its three main geographic regions.“Ordering food has not changed for 30 or 40 years,” said Steve Easterbrook, president of McDonald’s , in an interview with the Financial Times. The move is part of the fast-food chain’s efforts to woo cash-strapped customers by making its restaurants more convenient and convivial. It is refurbishing stores, and introducing longer opening hours and new menus. At a time when many retail and consumer companies are racking up sluggish or even shrinking sales,
Mr Easterbrook said that the changes would make life easier for consumers as well as improve efficiency, with average transactions three to four seconds shorter for each customer.
Weiky Filho, a student enjoying a burger at McDonald’s, was in favour of the changes. “You don’t need to communicate with staff and it would be much quicker,” he said.
But Joe Surkitz, 21, was less convinced. “I’m looking for work and if there’s more machines doing jobs I’ll find it harder. Plus you won’t get service with a smile.”
Mr Easterbrook said that the new technology would allow McDonald’s to harness more information about customers’ ordering habits. Supermarkets and other retailers have huge databases of information on customers’ shopping habits, which they gather from loyalty cards.
Diners at McDonald’s will shortly be able to touchscreen order and pay by simply swiping a Visa debit card. No unassuming or rude high school kid with an air of indifference to deal with, I wonder what the unemployment rate will be after this takes place?