Implementing technology in its restaurants across the UK, Europe, and newly in North America, has been a vital next step for McDonald’s in catching-up with evolving customer expectations.
To offer a modernised environment, McDonald’s decided to capitalise on current trends: technology and speed of service by installing digital menu boards, self-service ordering points to place and customise orders, and infotainment* stations – where Samsung Galaxy Tablets are paired with Sumo enclosures that offer basic access to the internet, mobile games and social media apps to their customers. These technological upgrades are meaningful improvements in quality, convenience and value for its customers.
“The tablets form an important part of our new customer experience initiative, which is part of our overall ‘Experience of the Future’ programme. Technology has an important role to play in all walks of life, including our customers’ eating out experience, so the changes we’re making as part of the ‘Experience of the Future’ programme bring us closer to the way people live their lives today. We pride ourselves on listening to customers and providing an outstanding experience; innovations such as tablets help provide this experience and have been extremely popular with customers.” Doug Baker, head of IT restaurant solutions and service at McDonald’s UK. Once installed, the self-service and infotainment stations let customers interact and engage with customer-friendly technologies throughout the duration of their meal for a more enjoyable in-store visit.
Tablets are used as a new innovative method to offer a more differentiated and personalised customer journey. Dwell time is thus increased which helps McDonald’s to create more sales opportunities – a win-win for everyone.
By enhancing and upgrading digital capabilities and technology, whether in-store, in the drive-thru or on the go, McDonald’s elevated its customers experience to convert casual customers into brand-advocates, expand its customer-base and win-back loyal customers lost to competitors.
What is Infotainment
Infotainment is described as the delivery of content through a variety of channels that is intended to educate and entertain consumers. For a deeper explanation of infotainment and how it works, watch the video below from Bouncepad CEO Tobi Schneidler.