‘Global Mobile Apps’ is one of the spearheads of multinational companies for the next two years. Between 20,000 and 25,000 McDonald’s branches worldwide are switching to the new ordering method, the company told RTL Z. The app should end queues, improve contact with customers and enable personalized offers.

This technology will be rolled out starting in 2017, first in the country of origin and other major countries, including Australia, Canada, France and the UK. Our country is in the next position as the ‘top 15 countries’.

Serve yourself

The app continues to embroider on the order screen (easy order stall) which is already available in 80 percent of branches in the Netherlands. Customers can serve themselves there and pay directly.

Self-service ordering screen at Manchester branch. (photo: Getty)

But with the new method, the possibilities are much greater: customers no longer order on the spot, but do it at home or on the road. When they take their order and approach the branch, the restaurant receives a notification and the food and drinks are ready upon arrival.

A powerful strategy, says e-marketing professor Cor Molenaar. “This technology has been tested at several locations in the United States to shorten busy lines around dinner time. This can make fast food even quicker.”

Table service remains

However, McDonald’s is not moving away from table service. In the Netherlands in particular, the company sees quite a future in the restaurant experience Your burger is brought to your table. However, the new mobile app, like the ordering screen, should offer more choice and convenience.

Nowadays, burgers, fries and soft drinks are also served at the table. (photo: McDonald’s)

“An added advantage is that we can offer other services that optimally contribute to the restaurant experience,” said spokesperson Eunice Koekkoek. “With table service – already in about 25 percent of our restaurants – and personalized burgers.” The last thing he means is build your own burger.

A treasure trove of data

Mobile apps also provide a wealth of customer information. Molenaar: “For example, customers can place the same order upon return with the press of a button. They can also try new products or receive personal discounts.”

Privacy isn’t an issue, he says. “McDonald’s can work without name and address data (name, address and place of residence – ed.) and still see whether the same customers return. This provides added value to customers in the form of service and of course added value to companies with more customer data.”

From ‘upselling’ to ‘next sale’

Mobile phones are changing the entire interaction between companies and customers. “Mobile customers are also making contact with McDonald’s far beyond the restaurant,” says marketing boss Deborah Wahl there earlier this year. “Ultimately, the customer experience must be focused on the entire brand, so that restaurants care less about the flow and more about the next visit. Think about it: You go from ‘upsell’ to ‘upsell’.”

No home delivery at this time

Ultimately, of course, it’s all about more turnover. McDonald’s has also observed home delivery in our country, such as: competitor Burger King now does.

To no avail, according to McDonald’s. “Our food is intended to be consumed immediately after preparation. At the right temperature and with the right service to our guests. We don’t see how we can guarantee this with a delivery service.” In addition, McDonald’s branches in the Netherlands are mostly located in city centers or on highways, not ideal places for home delivery.

So the fast food giant sees smartphones as the next logical step. But isn’t this coming a little late? Molenaar doesn’t think so. “A new wave of apps is coming. If you, as a company, launch too early, it could hurt you.”