McDonald's kiosk faster and easier than a cashier, reporter says

Business Insider reporter Hollis Johnson recently used a McDonald's self-order kiosk in New York City's financial district and found that it was faster and made customization easier than ordering from a cashier.

An article by Johnson cited a recent poll the found most customers less inclined to patronize a restaurant with automated ordering. The poll also revealed a widely held belief that kiosks and mobile ordering are replacing employees. These perceptions are incorrect, because chains using kiosks are reallocating rather than eliminating employees, the article said.

Johnson found that order customization is one of the top benefits of the kiosk, as it removes the need to repeat the order several times to the cashier. Kiosks also moved customers through the order process more quickly than cashiers: Johnson wrote that people in the cashier line when he began ordering from the kiosk had only arrived at the front of the line by the time he picked up his order.

Topics: Bill Payment Kiosks, Customer Experience, Interactive / Touchscreen, Restaurants

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