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They’re not changing the menu, they’re just subtly highlighting things, offering discounts, etc. And yeah, he’s in the store already, but if they can sell him M
by ryanwaggoner 9y ago
They’re not changing the menu, they’re just subtly highlighting things, offering discounts, etc. And yeah, he’s in the store already, but if they can sell him MORE on that visit, that’s good.
How much do you think McDonalds would pay for a magic camera + menu that boosted all their store revenue by 5% overnight?
- genghizkhan 9y agoLess than 5% of their revenue for sure.
- dasil003 9y agoChanging the menu "subtly" is still changing the menu. How does it work with everyone else in the store, are you going to compute optimal clusters on the fly? How are people going to react when the menu is morphing in front of them? Are franchisees expected to pay for all the hardware and compute involved? Sorry, but I'm just not buying the vision. Facebook has ridden this incredible wave, first of investors spooging themselves with excitement over the potential value of all the data collected, then the wave of advertisers coming in and spending massive amounts with very questionable ROI. Long term everyone is going to get more sophisticated and realize there are cases where "would you like fries with that?" simply performs better once you factor in the weaknesses of comprehensive data-driven in-store advertising (cost, bandwidth, alienation, noisy data, key data out of band, etc, etc).
- stonith 9y agoIn Australia we have ordering kiosks now at a lot of stores, so maybe that would be one avenue where it's easier to cater to a customer's specific tastes by warping the menu a bit. I'm not suggesting it's a good idea, just that it's an option.