USA- The world’s largest fast-food chain, McDonald’s, has introduced new digital ordering stations that handle cash transactions and provide change to reduce reliance on cashiers.
The new stations feature screens behind the counter that typically display the full menu. They will highlight select items and encourage customers to order via the mobile app or at the kiosk.
According to McDonald’s, the new stations are meant to encourage customers to use mobile apps or kiosks, reducing service times and improving accuracy.
The fast food giant revealed that although a majority of its locations already have stalls/kiosks, most customers who do not pay with their cards are forced to line up at the counter and finish their transactions through an employee.
The new digital ordering stations are optional for franchisees who own and manage 95% of McDonald’s outlets. The fast food giant did not reveal a timeline for a wider rollout.
The new stations are meant to reduce reliance on cashiers, although human workers will still be required for roles like customer service and food delivery.
The chain revealed that the new system will benefit its overall efficiency. Employees can be redeployed to other tasks, such as delivering table service to customers or curbside pickup.
The fast-food juggernaut is expected to mimic retailers like Walmart and Target, which have redefined the tasks of some of their employees through similar technology innovations. Walmart is known for its ‘guest experience leads’ at self-checkout stations and helping customers.
McDonald’s revealed the changes are a response to customers’ increased desire for digital options, while improving accuracy and customer service efficiency.
Analysts describe the move as a reflection of how online ordering and delivery is reshaping the QSR market. Orders made via the mobile app and stalls accounted for 40% of McDonald’s sales in the past year.
Digital stalls have the potential to speed up ordering, reduce wait times, and encourage routine purchases among app users because of redeemable loyalty points.
Chris Kempczinski, McDonald’s CEO, said, “Digital is going to continue to grow for us. We’re going to get more and more customers on our digital platform.”
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