Some McDonald’s restaurants are adding table service and self-service ordering kiosks
Ordering a Big Mac from a self-service kiosk and getting it delivered to your table could become a more common experience for McDonald’s customers in San Francisco, Seattle and other metropolitan areas.
The Oak Brook, Ill., fast food giant said it would roll out self-ordering kiosks and table service in 2017 at restaurants in cities including Chicago, Boston and Washington. McDonald’s did not say how many restaurants would be affected.
Kiosks and table service have already been tested in more than 500 restaurants in Southern California, Florida and New York City, as well as overseas locations, McDonald’s said.
The move comes as the company faces increasing competition in the fast food market. Fast-casual competitors such as Chipotle Mexican Grill Inc. have lured away customers who are searching for fresher fare.
Analysts said this new combination of faster and more accurate ordering and table service could help McDonald’s stand out among rivals.
“It could potentially have a positive effect on consumers, given the novelty of it, and perhaps offer consumers a fresh take on what it means to dine in at McDonald’s,” said Andrew Alvarez, industry analyst at IBISWorld.
The kiosks could also cut down on some labor expenses and increase customer convenience, said Kevin Burke, founder and managing partner of Trinity Capital.
But the company will need to make sure its new menu offerings can drive demand. The chain recently debuted Signature Crafted offerings, with which customers can add flavors such as Sriracha Big Mac sauce and other ingredients to their burgers.
“I’m still waiting to see how these menu offerings are either going to drum up new demand or get consumers back in the door in a consistent manner,” Alvarez said. “The reason people go to the store is not for the kiosk. It’s for the food.”
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