McDonald's Is Testing Ways To Make Their Drive-Thru Lanes Even Quicker
Obviously, these plans are in place to help customers get hold of their food with greater ease, but it is also aimed at making more people show up, and getting more feet - or cars, as the case may be - on the ground.
Addressing these concerns in an investor update, McDonald's said it is already testing out dedicated express lines for folks who have ordered online in advance, as well as pick-up spots and automated ordering, which may even involve the use of AI technology.
As you'll have no doubt noticed, the drive-thru has become the most important part of all McDonald's restaurants throughout this wretched pandemic, and the lockdown in England means that if you want to get a Big Mac and fries currently, you'll have to order online or head on out in the car.
However, the problems McDonald's faces were in existence before the pandemic hit - they want to avoid losing customers to other big rival food chains.
In the pre-Covid world, Maccies was losing out to other restaurants and higher-end burger chains, as well as facing competition for the breakfast market.
This resulted in a 1.9 percent drop in transactions across its US restaurants that have been open for at least 13 months in 2019, according to a file with the Securities and Exchange Commission.
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While that sounds like a small percentage, it's a large amount when you consider how much McDonald's makes in a year.
To try to bring more folks back, they're attempting to upgrade the drive-thru service to make it quick and seamless, as well as adding things to the menu like the McPlant burger and the crispy chicken sandwich, announced this week and headed for 'key markets' next year.
They've already simplified the menu and sped up drive-thru transactions by about half a minute in recent years, but the hope is that they can catch up to other restaurants - such as Burger King - that have been found to be quicker.
According to SeeLevel HX, who visited 1,500 restaurants at 10 different US chains, Maccies was a few seconds down on BK, and even more down on places like KFC and Taco Bell.
It's going to be an arms race among the fast food chains to work out who can adapt the quickest and most effectively to the new world that is being created around them.
LADbible has approached McDonald's UK & Ireland for a comment.
Featured Image Credit: PA
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