McDonald’s had been losing customers before the pandemic hit.
The increased emphasis on drive-thru delivery speed across the fast-food industry is a major point of competition. McDonald’s is already behind Burger King, Taco Bell and KFC, according to SeeLevel HX’s 2020 drive-through report.
McDonald’s had previously simplified its menu to promote speed of service. This change decreased wait time by 30 seconds on average. Now, McDonald’s is moving to test three new features: express lines for customers who place digital orders ahead of time, dedicated pickup spots, and automated ordering.
- McDonald’s owner demonstrates new touch-screen kiosks (Apr 11, 2018, MLive)
- McDonald’s – How to use the new McDonald’s app (Jul 21, 2019, McDonald’s Singapore)
- Fastest and slowest fast-food drive-thrus (Oct 3, 2019, CBS News)
This post is based on the CNN article, McDonald’s has a plan to make its drive-thrus faster, by Danielle Wiener-Bronner, November 11, 2020; the Motley Fool article, Better Buy: McDonald’s vs. BJ’s Restaurants, by Leo Sun, January 13, 2021; and the YouTube videos in the Spotlight. Image source: payphoto/123RF
1. Explain whether delivery speed for McDonald’s is an order qualifier or an order winner.
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