18 May 2011
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.
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.
Isn't it rather to cut down on staff? I mean, there's going to be a huge amount of financial investment just to save the customer four seconds in time.. Oh yeh! pull the other leg Mac; there's bells on it to sound the warning. I thought YOUR job was to provide the food, surely it's the customers decision on this 4 second option; not yours. Or could it be a move to condition the public at large to depend more on chip technology...in preparation for something much bigger and more sinister, such as the mark of the beast. Think about it..................... Seriously!
Posted by: John Whittle 19 May 2011
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