McDonald’s is making a big bet on self-service kiosks

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via marketwatch:

‘What we’re finding is when people dwell more, they select more,’ says CEO Steve Easterbrook

McDonald’s Corp. is planning to expand the number of restaurants with self-service kiosks, adding them to 1,000 of its restaurants each quarter for the next two years, Chief Executive Steve Easterbrook said on Monday.

The fast-food giant MCD, -0.06%  first started offering the self-service option about two years ago and is now beefing it up with new ways for customers to order and pay including by mobile means, Easterbrook told CNBC.

The self-service kiosks allow customers to peruse the menu, customize their own food options and even ask for table service.

“What we’re finding is when people dwell more, they select more,” he said. “So there’s a little bit of an average check boost.”

McDonald’s is trying to add choice and variety to its menu and wants to spruce up its restaurants, he said. “Particularly here in the U.S., they have got a bit tired looking, so part of this is also about having a much fresher, more inviting restaurant,” he said.


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If you’ve never been to these kiosk-based McDonalds, there are also cashiers over to the side.

Furthermore, there’s usually one cashier who mans the ~4ish kiosks. So basically a team of 3 cashiers (2x at the “old school” + 1x covering 4x automated kiosks) serve 7 customers at a time, probably more actually. Those 2x manual cashiers are often taking orders from the drive-through, and the drive-through sections can often have 2x cars giving orders now.




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