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Monday, November 21, 2016

Table Delivery from Kiosk Orders at McD's

The test is now over, and rollout is starting to all 14K US stores.   Benefits seen were lower perceived wait times,  higher average order value,  about $1 per order.   More and better interaction with employees.   No mention of decreased labor required, or fewer payment options at kiosk.   Is robotic cooking/delivery far away?   Given the ubiquity of McDs, this could also end up 'training' the public to use and expect kiosk interaction more broadly in retail.   We experimented with kiosk interaction in retail.   Good expert comments at the Retailwire post:

Will table service be a difference-maker for McDonald’s?   by Tom Ryan
McDonald’s last week announced plans to roll out table service to all of its 14,000 U.S. restaurants.

After customers place their orders at a touch-screen kiosk and pick up a digital location device, orders will be delivered to their tables. Orders can still be made from the counter or picked up at the counter after using the kiosk.  ... " 

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