Management / McDonald's introduces touchscreen ordering and customisation in the UK
McDonald's introduces touchscreen ordering and customisation in the UK
27 August 2015
McDonald's has introduced touchscreen kiosks and order customisation options to 100 of its UK restaurants in a bid to improve its customer experience.
Customers visiting the fast food giant can now place and pay for their orders using the screens, which also offer options to help them get their food just the way they like it.
Options include extra onions, pickles, mustard, ketchup and mayo for free and additional cheese, bacon, lettuce and tomato for an extra cost.
Customers can also remove burger ingredients that they would rather go without.
McDonald’s is looking to an improved customer experience to fight off competition from rival burger chains in the UK including Byron and Five Guys.
It recently trialled a table service to provide a more personal experience in Manchester, which also incorporated the placing of orders through digital kiosks.
At Customer Focus Live 2015, McDonald’s Europe’s director of strategy and insight Aart Labee explained that the firm wants to provide customers with greater customisation options.
“It is all about meeting, and exceeding, our customers’ expectations,” he said.
“They can place the order and go to their seat, and the crew will bring it to their table. It is also a stepping stone for us towards true customisation.”