McDonald's to implement touch-screen ordering

By Stuart Sumner
18 May 2011 View Comments
McDonalds arches in a restaurant

McDonald's is to install touch-screen technology across its 7,000 restaurants in Europe in an attempt to make the process of ordering food fast and more convenient.

Speaking to the Financial Times, Steve Easterbrook, president of McDonald's Europe, said that the technology would improve efficiency, with transactions expected to be up to four seconds shorter per customer.

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The change will also provide the fast food giant with a wealth of information on customer ordering habits.

The firm is also installing contactless payment technology in every restaurant in the UK by the end of this month.

Both projects are designed to improve the customer experience, as Mark Fabes, UK IT director, explained: "It's about the customer journey. It's quicker than the chip-and-pin transaction," he said.

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