McDonald’s helped put the “fast” in fast food through its customer service innovations, and its newest technological addition might actually help people make it to work on time.
Nothing is more frustrating than quickly trying to get a morning Egg McMuffin and scalding hot coffee while rushing to work, only to have to wait in line to order at the counter because the kiosks only take credit card payments.
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When McDonald’s launched its self-ordering kiosks in U.S. locations in 2015, the innovative ordering solution allowed customers to place orders and obtain Happy Meals faster than ever before.
The perk of not having to wait in line or be rushed by the people behind you while placing an order became a true privilege.
However, the kiosks only accept credit card payments, forcing its cash-paying customers to continue ordering at the counter, depriving them of the opportunity to place their order and get it easily just how they like it.
McDonald’s customer user digital kiosk.
Kevin Moloney/Getty Images
McDonald’s sees red as global sales slow
Even the best ones struggle.
Although McDonald’s (MCD) is at the top fast food chain in America based on sales, as reported by Technomic, the popular burger joint isn’t immune to economic uncertainty.
According to McDonald’s Q2 earnings report for 2024, the company’s revenue was $6.5 billion, a 1% increase from the year prior.
However, global comparable sales decreased by 1%, and consolidated revenues were flat.
McDonald’s systemwide sales, which include sales made through the McDonald’s app, delivery services, and kiosks, were also negatively affected and decreased 1%.
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Getting your bank for your buck
McDonald’s is finally rolling out cash kiosks, a relief for those who refuse to get a credit card or forget to carry one with them.
These new cash kiosks will function the same way as the original credit card ones, but customers can now use cash to pay for their orders.
To ensure this latest addition is worth the heavy investment, McDonald’s will encourage customers to use the kiosks by only displaying select menu items on the screens behind the original counters.
This way, if customers want to see the entire menu, they must order at the self-ordering kiosks or through the McDonald’s mobile app.
Regardless, printed menus will be available only upon request for customers who enjoy the in-person checkout line ordering experience.
But, this addition will not be available everywhere.
McDonald’s is only installing cash kiosks in restaurants with corporate ownership, making it optional for franchise restaurants, which make up 95% of all McDonald’s locations.
Employees are not lovin’ it
The cash kiosks aim to increase ordering efficiency by allowing customers to place and receive orders faster.
And while it sounds like a great idea, in-person workers worry this tech incorporation might threaten their job security.
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According to the company’s Q3 2023 reports, orders made through the McDonald’s app, delivery, and kiosks account for over 40% of all orders, and the cash kiosks aim to increase that number.
Nonetheless, McDonald’s said the new tech addition will not result in any workforce cuts because human workers still need to make the food and bring out orders to customers.
“We are confident that Accelerating the Arches is the right playbook for our business and as consumers are more discriminating with their spend, we are focused on the outstanding execution of delivering reliable, everyday value and accelerating strategic growth drivers…,” said Chairman and CEO Chris Kempczinski in Q4 earnings report.
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