McDonald’s wants to backup its brick-and-mortar business with mobile coverage as well. However, the company organizes this innovation with caution. Before launching a full national rollout, McDonald’s is testing the ordering and payment system first. This way, the executives want to foresee and counteract any pitfall this format may have. If everything goes well, the new feature will be available in U.S. and other international markets by the end of 2017.
McDonald’s Is Currently Testing the App for a Perfect National Rollout
For the time being, the new McDonald’s mobile system is up and running in 29 locations throughout Monterey and Salinas, California. On March 20th, a new series of tests is scheduled to cover an additional number of 51 restaurants. However, this time the program moves to Spokane, Washington.
The American fast food restaurant chain plans that by the end of quarter four in 2017, all its 1,700 locations in the U.S. market to benefit the live service of ordering online through smartphones. Moreover, the new feature has chances to become available in six other countries. These are China, France, the U.K., Canada, Australia, and Germany. This way, the technology is going to cover an additional number of 6,000 worldwide restaurants.
The new McDonald’s mobile app allows consumers to check out the menu, weekly deals, search the neighborhood for fast food restaurants, and more other applications. However, this app will receive an upgrade to enable users to perform online orders and payments.
The New App Saves Up Even 85 Seconds on Large Orders
With the emerging industry of mobile orderings, McDonald’s wanted to be one step ahead of the trend. This is why it is going to perfect its ace up its sleeve by the time of the national rollout. This innovation is going to serve clients better than its competition does. As such, the mobile app will register the order first. Afterward, the app will use geo-fencing technology to track down the user’s route. Thus, the food will not be prepared unless the customer is near the restaurant. This way, the order won’t remain under heat lamps for too long.
The new app might not save up too much time for individual orders. However, McDonald’s is very confident in math. According to its calculations, the average prep time for up to 3 items is 17 seconds at drive-thrus. However, waiting time gets longer for a larger order of up to 0 items. The average time can take between 50 and 100 seconds. With the new order and mobile payment system, the restaurants can cut back on this performance to 10-15 seconds.
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