You’ve perfected ordering through the drive-thru. You’ve gotten comfortable with the touchscreen at the counter. But have you embraced mobile ordering at McDonald’s yet?
The future is arriving! (Almost.)
The nation’s biggest burger franchise plans to introduce mobile ordering and payment across all U.S. restaurants by year’s end — that’s over 14,000 locations where you can minimize in-person interactions when placing an order.
“Guests will be able to submit orders directly through the mobile app for pickup or have a kiosk identify their app profile, which stores personalized favorites and chosen payment options,” the chain said in a March 2017 release. “The outcome is a more relaxed, tailored experience, improved by technology and exceptional hospitality that lets customers take the lead.”
McDonald’s App Convenience Could Expand Your Spending
McDonald’s isn’t the only quick-service restaurant adopting mobile ordering. Taco Bell and Chick-fil-A already provide it, and Wendy’s appears poised to deploy its system to half of its locations this year, according to CNBC. At certain Starbucks stores, mobile orders represent more than 20% of all transactions.
However, there’s a subtle downside to mobile ordering: how much you end up spending. A 2016 Deloitte poll discovered that customers who use mobile ordering at fast-food outlets come in 6% more often and spend 20% more per visit.
“Frequency tends to rise because technology simplifies reordering, and repeat purchases of customized or upgraded beverages drive higher sales,” the Chicago Tribune noted.
Still, the app could make ordering smoother for consumers. McDonald’s has stepped up efforts to boost order accuracy in recent years by verifying drive-thru orders several times before customers leave with their food. The newest push toward mobile ordering further reduces the chance of mistakes by eliminating spoken misunderstandings during the ordering exchange.
Your Turn: Are you looking forward to McDonald’s mobile ordering? Do you already use mobile ordering at other fast-food brands?
