McDonald’s Self-Service Kiosks: Customer Experience 2.0
McDonald’s began testing self-service kiosks back in 2003. If you were to speculate on why the company has rolled out self-ordering kiosks to most of its stores since then, what would be your guess?
You might assume it was to reduce the number of employees or cut costs, but the truth lies in the dynamics of customer behavior.
McDonald’s spent decades and tens of millions of dollars researching their guests’ decision-making process. Their studies and data showed that customers simply tended to buy more when using self-service kiosks due to the powerful psychological impact of practical interactive technology.
The traditional ordering system
Before the introduction of advanced and customized self-service kiosks, McDonald’s relied exclusively on the traditional counter-service model in-store, which had several inefficiencies:
- Wait times: During peak hours, long queues would form, leading to increased wait times and potential customer frustration.
- Order accuracy: Human errors in taking and entering orders could lead to mistakes, affecting customer satisfaction.
- Limited upselling: Cashiers have limited ability and energy to upsell, relying on verbal prompts that can be inconsistent, no matter how good their training or the company’s internal incentive and commission strategies are.
How can an iconic QSR industry leader still improve operations?
The main operational challenge for most McDonald’s restaurants back then was the increased average waiting time, which could escalate up to 10 minutes — a low standard for the iconic fast-food chain. Self-ordering kiosks provided a faster order-taking process and could be implemented in as many units as needed, unlike cashiers.
Customers often feel rushed when ordering due to the pressure from the queue, which prevents them from making satisfying choices. Self-ordering kiosks eliminate this rush, allowing customers to thoughtfully and calmly choose the best options from the menu. This system also enables customers to personalize their orders as all choices are clearly presented on the kiosk screen.
What was the actual impact of McDonald’s self-ordering kiosks?
McDonald’s began testing kiosks in 2003, with widespread adoption starting in 2015. The kiosk systems significantly transformed customer experience and operational efficiency by reducing wait times and increasing order accuracy. Now, customers can browse the menu at their own pace, customize their orders, and enjoy a more personalized dining experience. This shift not only enhanced customer satisfaction but also boosted sales and revenue.
The implementation of self-service kiosks had a significant impact on McDonald’s already extremely efficient business process, which had been refined through over 60 years of operations. After introducing kiosks, McDonald’s experienced a 5–6% increase in average check size within the first year, and they are still constantly optimizing their digital ordering system. This boost in sales is attributed to the kiosks’ ability to upsell and provide personalized recommendations for every order.
A 2018 study examining the impact of self-ordering kiosks and service quality at McDonald’s Citra Garden 6 found that the kiosks improved order accuracy and expedited the ordering process. The study highlighted a positive relationship between the self-ordering kiosks and customer experience, with an 88.5% impact attributed to the kiosks and service quality, while 11.5% was influenced by other factors. Recommendations included regular operational reviews and maintaining service speed to avoid queue interruptions.
The key insights
McDonald’s bespoke self-ordering kiosk systems are designed with the customer experience as the top priority. Their intuitive user interface and touchscreen features simplify the ordering process for customers. Clear instructions and visual menus assist customers in making informed decisions, while customization options let them personalize their orders to their liking.
By allowing customers to manage their own ordering experience, McDonald’s has removed the frustration and stress typically linked with traditional ordering methods. Customers can leisurely browse the menu, choose their preferred items, and customize their orders without feeling pressured.
Are self-ordering kiosks the logical next step for fast-food restaurant chains?
Self-service kiosks significantly improve the operational flow of QSR and fast-food restaurants. These devices reduce the average waiting time and allow customers to personalize their choices. The traditional process of taking and delivering orders involves numerous points where service providers can make mistakes. Automation improves this by reducing the likelihood of errors.
Before implementing self-ordering systems with advanced data analysis, the order-taking process, where most mistakes occurred, did not generate significant value for McDonald’s since the income was primarily derived from food production.
Self-service kiosks also addressed issues of quality control and operational complexity. While cashiers might be quick, they were prone to more errors than kiosks. Routine tasks are best handled by machines, leaving creative and responsible tasks to the staff members. Achieving top efficiency required the right mix of customized self-service technology.
Finally, kiosks can operate 24 hours, whereas employees require shift changes.
Customized self-ordering kiosk solutions for small and mid-size restaurant chains
If you’re managing a small or mid-size QSR or fast-food restaurant chain, your team likely faces the same problems McDonald’s had: long wait times, order inaccuracies, and limited upselling capabilities. Until now, you’ve most probably been underserved by kiosk providers, as there haven’t been many integrated, advanced kiosk tech providers specializing in customized systems for mid-size and smaller restaurant chain operators.
This is where LivTech’s approach and company structure are different. We offer customized self-ordering kiosk systems that are now available to restaurant chains of all sizes in Europe and the US. Our solutions are tailored to your specific needs and locations, ensuring that you can benefit from the same advancements that transformed McDonald’s operations.
Whether you are managing the operations of a smaller QSR restaurant or a leading fast-food chain, you can reap the same benefits by adopting McDonald’s self-service kiosk model. LivTech offers a selection of fully customizable self-service kiosk solutions for restaurant chains. If improving your ordering is the logical next step, let’s talk! Get in touch with us at livtechgroup.com.
