I don't know if I could draw an analogy to pizza here. It's a different type of purchase. You know it's going to take 15-20 minutes to make and more often tha

I don't know if I could draw an analogy to pizza here. It's a different type of purchase. You know it's going to take 15-20 minutes to make and more often than not it's going to be delivered. It also survives the delivery/pickup process with better quality. Have you ever eaten MCD french fries that were more than 5 minutes old? From my interactions with their people, the mobile app is the conduit to the future but there are a lot of kinks still left to be worked out. For example: you order on the app, but when exactly do you start the food? You might be 30 seconds from the store or 30 minutes. The initial idea was to geofence the store and trigger the kitchen when you're on the way. Perhaps that's still going, but maybe the ML is an assist on that data. You also get a ton of marketing and demographic information out of that. There are also the usual privacy concerns. Remember that there's also a ton of data being generated in the other direction. Predictive analytics on the equipment (everything in the kitchen will be an edge node in a few years), POS/cash accounting, real-time sales data, store traffic, crew work history, etc. They're also experimenting with dynamic pricing on food, like it or not.