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The tricky part is understanding consumer behavior. McDonald's has been rolling out touchscreens in San Francisco where they are still operating, but they also
by jayjay71 10y ago
The tricky part is understanding consumer behavior. McDonald's has been rolling out touchscreens in San Francisco where they are still operating, but they also tried this in Colorado and in under a month they removed most because they were losing customers. Operational efficiencies are always wonderful on the backend, but when you put them in front of your customers it's important to understand their reactions as they may have negative reactions. There are lots of people who are not happy about robots taking jobs, and if they can see these robots it will influence their loyalty to that store.
- elgabogringo 10y agoGood point. I did walk out of a McDonalds w/ touch screens by Union Square a few months ago. It wasn't a statement on robots. I just didn't find the experience very good. I remember being a bit confused by the process. Funny, but now I remember ordering at touch screens at McDonalds in France last year. Even though it was in French (I speak no French) I found the process simple. Simpler than face to face ordering, to be sure, since I could order by picture. Maybe, like the self-checkout lines at the grocery store, which I hated at first but usually choose now because the line is quicker, there's a learning curve. In fact, maybe McDonalds in Colorado should have waited before pulling those touchscreens?