McDonald’s to ramp up in-store technology

McDonald’s is planning to install touchscreen technology and swipe cards to update how customers order food and improve its use of customer data.

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The fast-food chain is looking to replace cashiers with digital screens and swipe cards in its UK restaurants to make the experience more convenient and reduce transaction time, according to the Financial Times.

The digital technology will provide McDonald’s with more customer data to understand ordering habits, in a similar way to how supermarkets us loyalty data.

The chain may also introduce waiters in its 1,200 UK restaurants who will use hand held terminals to take additional orders for seated customers.

McDonald’s was the first major fast food outlet to announce the introduction of contactless payment.

Steve Easterbrooke, President of McDonald’s Europe told the FT the new technologies in the UK were inspired by a visit to Japan.

McDonald’s is also extending opening hours, and refreshing stores and menus.

Readers' comments (2)

  • A touch screen kiosk in a McDonald's down in Melbourne, Australia and it's Customer Experience impacts--
    http://bit.ly/9qxkpv

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  • I've seen this before in Fine Burger restaurant in London!

    it's not a new idea... they have touch screens with the entire menu and all kinds of games.

    it's very nice, and i heard it's now popular to use iPad menus, which is really cool. never tried it though. all made by a company named Conceptic. i wonder if McDonalds also working with them. see here:
    http://www.emenu-international.com/iPadMenu

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