This Is The Problem With McDonalds New Digital Selfservice Kiosks
McDonald's is introducing a new digital self-service kiosk in the hopes of increasing sales, Business Insider reports. This is part of McDonald's new "Create Your Taste" platform and caters to customers' increasingly prevalent desire to customize their meals rather than choosing from a set list of menu items. Implementing these kiosks is expected to cost franchisees between 120,000 and 160,000. Quite an expense considering its limited advantage. McDonald's receives about 70 of its sales from drive-thru customers. The self-serve kiosk, which is only accessible from inside the restaurant, is only available to 30 of the fast food chain's clientele. Richard Adams, former McDonald's franchisee and current president of Franchise Equity Group, told QSR Magazine "The reality is that it doesn't apply to the 70 percent of customers that choose the drive-thru. I think this is more a stunt to appeal Wall Street investors instead of being practical for the restaurant operator."