At
its core McDonalds has been leading the retail foodservice industry by
understanding technology and incorporating it in to its world class operating
standards. Back in the day (1961), McDonald’s launched a training program, “later
called Hamburger University, at a new restaurant in Elk Grove Village,
Illinois.
There, franchisees were trained on the proper methods for running a
successful McDonald’s restaurant. Hamburger U utilized a research and
development laboratory in nearby Addison, Illinois to develop new cooking,
freezing, storing and serving methods” that become the foundation of its
ongoing success.
McDonald’s began tests last
week for a new “order-and-pay-ahead system in preparation of a rollout by the
end of year….The technology enables customers to enter an order and relay
payment via a phone app.”
This
new system detects when the patron arrives at a restaurant, confirms the order
should be cooked starting at that moment, and then asks how the guest wants to
collect the meal. The order can be provided at the counter, via the drive-thru
or through curbside delivery.”
While
this is the latest iteration of integrating technology many times as they
integrate many never notice items the ilk of digital story menu boards to urban
packaging for bicycles. One interesting thing to take note of with the app is
that it will check customers in through geofencing technology once they get
close to the restaurant. That technology also enables diners to go to any
McDonald’s even one they don’t initially.
Success does leave clues and McDonald’s continues to evolve, expand, and
excel thus they are our success clue of the week.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant
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