News

McDonald's says self-service kiosk test is going well

April 7, 2003

OAK BROOK, Ill. -- As part of a multiphase, multifaceted operational overhaul of its hamburger chain, McDonald's Corp. is testing self-service kiosks that take orders from walk-up customers.

During an April 7 investor Web cast, McDonald's USA president Mike Roberts mentioned that a handful of Golden Arches stores in Colorado Springs, Colo., are testing the devices. Each restaurant has three kiosks positioned at its front counter and another in the children's play area.

To date, Roberts reported that 75 percent of walk-up orders placed at those restaurants are coming through the counter-mounted kiosks. Roberts said check averages on orders taken at the kiosks are higher than those taken in the traditional manner, though he declined to say how much more.

Saying that McDonald's neglected customers in an effort to improve overall revenues, CEO Jim Cantalupo added that the company's renewed focus on customer service is evident in its willingness to try new things, such as the kiosks.

"We took our eyes off the prize and we paid the price," Cantalupo said. "We focused on the next location instead of the next customer."