McDonald's Enhances Menu Customizability With Touch-Screen Ordering At 8,000 Locations

McDonald’s signed a whopping $300 million deal with decision-logic company Dynamic Yield in March of 2019, the brand’s first major buyout in two decades. CEO Steve Easterbrook outlined this as one of many steps to rebuild the brand, as many QSR restaurants work to adapt to changing consumer needs. “We knew we had to evolve with our changing market and consumer dynamics, and we knew incremental progress wasn’t going to cut it,” said Easterbrook in a statement reported by QSR Magazine. 

McDonald’s intends to completely makeover customer service with self-serve touch-screen kiosks that have already popped up 700 U.S. restaurants. By the end of the year, McDonald’s plans to integrate touch-screen ordering in nearly 100 percent of drive-thrus in the U.S. and Australia. The ease of creating a highly customizable orders is part of the appeal of Dynamic Yield’s technology, and stores have seen an increase in average check prices. 

The technology also allows managers and employees to see diagnostic results in real-time. “They can basically decompose the various elements of a drive-thru visit for a customer into its constituent seconds,” said Easterbrook. Overall, the brand is trying to decrease time spent ordering in the drive-thru overall by 30 seconds. 

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