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How digitization is revolutionizing the experience at McDonald's
The main business objective is to improve efficiency without increasing costs. McDonald's, a pioneer in optimizing results, has achieved this through digitalization. The best restaurant chains recognize the importance of adopting the latest technologies. Here we show you how McDonald's continues to be a leader in the fast food sector.
What is digitalization and why is it so important?
Digitalization is a process of transforming traditional business processes, both in services and products, into digital processes to improve their final outcomes. This involves implementing tools in multiple areas: customer service, human resources management, stock planning, communication, among many others.
It is very important because, if applied correctly, it can provide many benefits:
Greater efficiency: with the automation of repetitive processes, the time that personnel must spend is reduced, freeing them up to perform more complex and/or specific tasks.
Improved customer experience: offers more personalized services for each type of customer thanks to the collected data, thereby segmenting their needs and providing more precise service.
Cost reduction: fewer physical resources and less personnel are required, improving operational management.
Real-time data access: allows the collection of a large amount of classified information essential for decision-making.
Greater reach: facilitates access to a broader and more global audience.
Continuous innovation: with each tool, it is easier to incorporate new technologies to continue improving the numbers.
Improves communication: it is key for communication and information exchange, not only between employees and executives but also with clients and suppliers.
Adaptability: Helps companies respond quickly to changes in the market, as the collected information can predict trend changes and cyclical periods.
Some real examples of the incorporation of digitalization at McDonald's and its competitors
Self-service kiosks
These screens spread throughout the restaurants allow customers to place orders quietly without having to interact with cashiers. It is easy to customize orders without the need to stand in line and avoiding misunderstandings.
For McDonald's, this technology means fewer workers occupied and fewer hungry people waiting in line.
McDonald’s App
It offers features such as "Order and Pick Up" and "McDelivery", which make it easier to place orders and receive them at the most convenient point. The app improves convenience and personalization, offering exclusive discounts and order tracking.
This way, employees can focus on preparing the orders, thus speeding up production and shortening delivery time, both for in-store orders and those made through the app.
Mobile orders and contactless payment
Customers can order and pay through the app, reducing the need for cash and streamlining the purchasing process. This increases security and efficiency for both customers and staff.
Digitized kitchen management systems
These systems allow better coordination and tracking of orders in real-time, improving efficiency in food preparation according to arrival order and reducing waste. Customers can also see the progress of their order to get an idea of how much waiting time they will have.
Geolocation technology in the app
It informs customers about the nearest restaurants so they can place orders and pick them up at the most convenient location. During holiday seasons, it is also very useful as it shows the options available at the location. This saves time and enhances the user experience.
Integration with delivery platforms
McDonald's has integrated its system with delivery services such as Uber Eats and Rappi, expanding its reach and allowing customers to order from their homes or offices through the app. This way, it can cover other types of needs, reaching a new segment and increasing the number of orders.
Digital loyalty programs
In terms of digital loyalty programs, McDonald's is the king. It offers rewards and discounts through the app, encouraging repeat purchases and improving customer loyalty. Besides these promotions that are active throughout the year, in summer, for example, they also launch a campaign in collaboration with Monopoly selling the idea that the more you consume, the more likely you are to win great prizes.
What are the other restaurants investing in?
Large chains like Hard Rock Café and Grupo Saona are incorporating in their restaurants intelligent reservation assistants to improve efficiency and customer experience. These assistants allow for the automated management of reservations, reducing errors and optimizing the use of tables. Additionally, they provide convenience to customers, who can easily make reservations through voice commands or apps, even outside of business hours. This not only streamlines the process but also allows the restaurant to collect useful data about customer preferences, enhancing service and personalization.