How McDonald's Celebrated Labor Day - Create Your Taste

by Kim D.

.@ericbolling Happy Labor Day, from $15/hr Cities. pic.twitter.com/RkbNVojr6w

— Topher Carlton (@TopherCarlton) September 7, 2015

McDonald's is testing the concept of  kiosk ordering in major cities across the US. Whether this move towards automated ordering is to reduce the overhead caused by the trend to mandate a $15 minimum wage or to connect with the iPad generation, it appears the concept is working and being received well by customers.

Tried McDonald's kiosk ordering system today. They serve the fries in these cute little fry baskets. pic.twitter.com/z1Q6UFW1y6

— Skrrrt ™ (@Sinfu11y_Yours) June 22, 2015

Lovin @McDonalds new tap and touch kiosk ordering. Pretty modernized. #Kennesaw

— Helena Jackson (@sororpresident) May 28, 2015

Now this is what I'm talking about. McDonald's new eat-in kiosk ordering thingie. #imlovinit… https://t.co/LLSlrlThtL

— Gloria Stella (@theGloriaStella) April 22, 2015

Despite the grumblings about possible workforce reduction, McDonald's appears to be making a smart move, one that will allow the company to grow with the times.

Eleven years ago, researchers discovered that customers would spend upwards of a dollar or more using kiosks at McDonald’s versus ordering from a human being. At that time, that was a 30 percent increase in a McDonald’s order. Additionally, researchers discovered that 20 percent more customers that didn’t initially order a drink would order one when the kiosk offered it — something that the McDonald’s kiosk would do on every single drink-less order.

A 2011 study found that self-service kiosks at restaurants like McDonald’s resulted in order times that were seven seconds faster than when dealing with human beings. That may not seem like much, but the same research study said that shorter order times of that length could result in an increase in a company’s market share by 1 to 3 percent. In terms of the billions of dollars made by a company like McDonald’s, that 1 to 3 percent could mean millions of dollars.