7,000 European McDonald’s locations will install the technology in an effort to make the customer’s experience more convenient.
7,000 European McDonald’s locations will install the technology in an effort to make the customer’s experience more convenient. Steve Easterbrook, president of European operations, says that the company is looking to update the ordering system, which has not really changed much over the past “30-40 years.”
The move aims to make the McDonald’s experience more convenient, though we must say the original ‘give money, get burger’ was never really too taxing on the customer in the first place.
According to Easterbrook, bringing in touchscreens will mean that efficiency is increased. Swiping of Visa cards could also make life more simple for us increasingly catatonic fast food devourers, with the average transaction three to four seconds shorter for each customer. It makes instant gratification that little bit more instant.
…It also means that, like the similar technology at supermarkets, the firm will be able to gather huge databases on customer ordering habits.