One of the main reasons why McDonald’s has stayed on as one of the most popular fast-food brands in the world is because as a company, it has stayed innovative and ready for reinvention to keep up with changing customer needs and preferences.
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As reported by Food&Wine, McDonald’s is now trying out a brand-new concept to overhaul their drive-thru system such that it could seriously cut down on drive-thru wait time for customers.
McDonald’s drive-thru of the future
McDonald’s has unveiled what its restaurant of the future would look at their test location based outside of Fort Worth, Texas. The test restaurant is small and focused on takeaway orders.
Among other things, one of the major change introduced by McDonald's here, is the new ‘Order Ahead Lane,’ presented by the company as a new way for diners to pick up their fast-food orders.
The lane is earmarked for customers who have placed their orders ahead of coming to the restaurant, through the McDonald’s App. The lane uses conveyer belts to deliver food, facilitating fast deliveries with minimal interaction.
For customers who are willing to leave their vehicles, there are dedicated pick-up shelves from where food orders can be collected. Customers who do not have the McDonald’s App can place their orders through digital kiosks.
McDonald’s new Order Ahead Lane
Keith Vanecek, the franchisee managing this location is quoted by the report as saying,
The technology in this restaurant not only allows us to serve our customers in new, innovative ways, it gives our restaurant team the ability to concentrate more on order speed and accuracy, which makes the experience more enjoyable for everyone.
This new test location uses ‘enhanced technology’ in order to ensure a smooth operation, including introducing separate spaces for delivery drivers to pick up food orders.
Source used:
Food&Wine: ‘McDonald’s New Drive-Thru Concept Could Seriously Cut Wait Times’
