McDonald’s unveils the latest technology, and the employees don’t like it

McDonald’s has helped put the “fast” in fast food with its customer service innovations, and its newest technological addition could help people get to work on time.

Nothing is more frustrating than trying to quickly grab a morning Egg McMuffin and scalding hot coffee while rushing to work, only to have to wait in line to order at the counter because the kiosks only accept card payments of credit.

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When McDonald’s launched its self-order kiosks in US locations in 2015, the innovative ordering solution allowed customers to place orders and get Happy Meals faster than ever before.

The advantage of not having to stand in line or be rushed by those behind you while placing an order has become a real privilege.

However, the kiosks only accept credit card payments, forcing its cash-paying customers to continue ordering at the counter, depriving them of the ability to easily place their order and get it the way they like it.

McDonald’s customer user digital kiosk.

Kevin Moloney/Getty Images

McDonald’s sees red as global sales slow

Even the best struggle.

Although McDonald’s (MCD) is America’s top fast-food chain by sales, as reported by Technomic, the popular burger joint is not immune to economic uncertainty.

According to McDonald’s Q2 earnings report for 2024, the company’s revenue was $6.5 billion, a 1% increase from the previous year.

However, global comparable sales fell 1% and consolidated revenue was flat.

McDonald’s system-wide sales, which include sales through the McDonald’s app, delivery services and kiosks, were also negatively impacted and fell 1 percent.

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Get bang for your buck

McDonald’s is finally rolling out cash kiosks, a relief for those who refuse to get a credit card or forget to have one with them.

These new cash kiosks will work just like the original credit card kiosks, but customers can now use cash to pay for their orders.

To ensure this latest addition is worth the heavy investment, McDonald’s will encourage customers to use the kiosks by displaying only select menu items on screens behind the original counters.

That way, if customers want to see the entire menu, they have to order at the self-checkout kiosks or through the McDonald’s mobile app.

Regardless, printed menus will only be available upon request to customers who enjoy the in-person checkout line ordering experience.

But, this addition will not be available everywhere.

McDonald’s only installs cash kiosks in corporate-owned restaurants, making it optional for franchise restaurants, which make up 95% of all McDonald’s locations.

Employees don’t like it

Cash kiosks aim to increase order efficiency by allowing customers to place and receive orders faster.

And while it sounds like a great idea, in-person workers fear that this incorporation of technology may threaten their job security.

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According to the company’s reports for Q3 2023, orders made through the McDonald’s app, delivery and kiosks account for more than 40% of all orders, and cash kiosks aim to increase this number.

However, McDonald’s said the new technology addition will not result in any workforce reductions, as human workers still need to make the food and bring orders to customers.

“We are confident that Accelerating the Arches is the right playbook for our business, and as consumers are more discriminating in their spending, we are focused on outstanding execution of delivering reliable day-to-day value and accelerating strategic business drivers.” growth…,” the president said. and CEO Chris Kempczinski in the fourth quarter earnings report.

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