McDonald’s will accelerate its deployment of ordering kiosks in 2017 under a long-term growth plan unveiled during its Company Investor Day presentation.
The company plans to have approximately 2,500 "Experience of the Future" restaurants by the end of 2017. The initiative leverages the convenience and technology of kiosk ordering and table service, increasing functionality of the mobile app.
President and Chief Executive Officer Steve Easterbrook and members of the senior management team presented the plan.
Inside the restaurants, McDonald's is bringing greater control, convenience and personalization to customers through the use of kiosks to place orders, staffed with guest experience leaders to assist in the process.
Customers can place their order and skip the front counter entirely, with their food brought right to their table.
Additionally, customers will be able to place orders directly on the mobile app for pickup or have a kiosk recognize their app profile, which holds customized favorites and preferred payment methods.
The company plans to reimage about 650 restaurants in 2017. When combined with previously modernized restaurants which will be updated with "Experience of the Future" elements this year, the U.S. will have approximately 2,500 "Experience of the Future" restaurants by the end of 2017.