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McDonald’s introduces self-service ordering kiosks

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The franchise plans to add  kiosks to 1,000 stores every quarter for the next two years.
The franchise plans to add kiosks to 1,000 stores every quarter for the next two years.

As of 2020 US fast-food company McDonald is expected to roll out new digital ordering kiosks at all U.S. McDonald’s locations.

McDonald’s started rolling out ordering kiosks at its US locations in 2015, and the chain hasn’t looked back since: by 2020, most of its 14,000 locations will have kiosks installed.

The franchise plans to add kiosks to 1,000 stores every quarter for the next two years.

According to reports by CNBC, Andrew Charles from Cowen cited plans for the restaurant chain to roll out mobile ordering across 14,000 U.S. locations by the end of 2017. The technology upgrades, part of what McDonald’s calls “Experience of the Future,” includes digital ordering kiosks that will be offered in 2,500 restaurants by the end of the year and table delivery.

“MCD is cultivating a digital platform through mobile ordering and Experience of the Future (EOTF), an in-store technological overhaul most conspicuous through kiosk ordering and table delivery,” Charles wrote in a note to clients Tuesday. “Our analysis suggests efforts should bear fruit in 2018 with a combined 130 bps [basis points] contribution to U.S. comps [comparable sales],” added Charles.

McDonald’s has hit an all-time high as Wall Street welcomed the replacement of cashiers with kiosks.
While some consumers may appreciate the novelty or added convenience, the conveniences come at the cost of entry-level jobs.

Charles also mentioned that these innovations dating back to McDonald’s founding were not intended to reduce the number of employees; rather, they were designed to make employees more efficient at their jobs. The introduction of self-service ordering tablets has been presented in a similar manner.

“Our CEO, Steve Easterbrook, has said on many occasions that self-order kiosks in McDonald’s restaurants are not a labor replacement. They provide an opportunity to transition back-of-the-house positions to more customer service roles such as concierges and table service where they are able to truly engage with guests and enhance the dining experience, ” a McDonald’s spokeswoman wrote in a statement.

Edited by Neo Sesinye
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