The Future of Fast Food
Bringing the Wow back to the future
By Barnaby Maclaine Creative at VBAT
The term ‘Fast Food’ first entered the dictionary in 1951 and although the concept of fast food had been around for a lot longer, this entry signified the beginning of fast food as we know it today.
McDonald’s, Burger King and KFC are brands we are all too familiar with. All have over 50 years experience and one thing’s for sure; they are all globally successful, multi-million-pound businesses who have passed the test of time in an industry that has in general terms, not had to change its formula for decades.
If I imagine visiting a fast food outlet for the first time in the 60's or 70's, it must’ve been like stepping into the future. Ordering and eating within a few minutes.. Wow!
However, moving to the now and the last 2–5 years, the industry has seen a big shake up. Concerns over the unhealthy nature and ethical origin of fast food is making the big brands struggle in this now fast evolving global industry.
Consumers are now far better educated about fast food and are experiencing a big emergence of healthy, fast and innovative food alternatives. The pressure is really on to offer the customer a better fast food experience.
What also has evolved, are the terms accessible and convenience. Having an outlet on every major high-street corner or highway is no longer enough, retail brands now have to work a lot harder than just real estate locations to get feet through the door.
For the big global brands, the fast food ‘Wow’ of the 60's and 70's has truly left the building. So what does the future hold for the fast food giants of this world?
3D-Printed Food?
Perhaps not, but it certainly has the ‘Wow’ factor.
McDonald’s has responded to this market shift by improving its offer both in terms of restaurant designs but also its customer service and making both more premium. Cheap, plastic, cold and soulless interiors have been replaced with premium natural materials, designer furniture, intimate and relaxing environments.
A larger focus for the future will see if the use of mobile and digital technology can make fast food accessible and convenient for the millennial generation.
This path will lead to a more customised and personal experience for the customer. Currently, fast food brands such as McDonalds use similar
self-service systems that we see at most airport check-in terminals.
A simple do-it-yourself platform to aid efficiency along the customers journey.
This kind of service very much feels like version 1.0.. So what’s next?
RFID/NFC, iPay and iBeacons, are all technologies that we will see being used in the fast food industry. All of these technologies use information about you, what you like and where you are located, so the brands know exactly how to communicate to you.
You’ll be able to place your order in advance in an area where an iBeacon can push menus, specials and offers directly to your phone. You order and pay in advance and on arrival, you take a seat and your order is brought to your table.
Such a system sounds far-fetched, but this is the vision of Atif Rafiq, the Chief Digital Officer for McDonald’s. Removing the queuing and waiting but maintaining the human connection of the staff with the customer, will put total control and convenience in the customers hands.
The use of similar technology is already being used in the hospitality industry. Disney recently launched its MyMagic+ offer that consists of a Magicband (a custom RFID band), where data about you, your holiday and your personal preferences allows you to navigate and experience Disney World in a very personal and customised way.
These advances in location-based technologies are certainly offering up new and exciting opportunities for industries such as fast food retail. Only time will tell if they will prove to be the game changer for the big brands who, on the whole, are struggling. They will certainly add a bit of the ‘Wow’ back, but sustaining it in such a fast moving sector will be a challenge.
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