McDonald’s has made significant investments in technology as part of its “Experience of the Future” initiative, which included installing self-order kiosks at most U.S. locations. The fast-food chain’s push toward automation was intended to modernize the ordering process and improve efficiency.
Despite these efforts, some customers have reported challenges with the new system. One recent customer described difficulties navigating the kiosks when trying to upgrade a coffee size, noting that there were no employees available to assist with questions or payments at the front counter. The customer said, “Nothing about the kiosk was easy and there was no person floating around to help with any questions. When it actually came time to pay, the kiosk told us it did not accept payment, and to go to the counter to pay.”
Similar experiences have been echoed by others who frequent McDonald’s during their travels, reporting recurring issues such as lack of staff presence and confusion over using kiosks across multiple states.
Back in 2018, then-Chief Financial Officer Kevin Ozan stated: “Our development plans also include the opening of about 1,000 new McDonald’s restaurants, 75 percent of which will be funded by our expanded network of developmental licensees and affiliates around the world,” according to QSR Magazine.
The company’s move toward digital ordering options has not been without criticism from both customers and employees. On an employee forum on Reddit, a user named SpaceEnbee shared concerns: “They’re telling us our main objective now is to create an environment that encourages people to want to come back. These 2 things are extremely counter productive,” they wrote. “Also; you can’t order a Senior Coffee (90% of our open-to-lunch patronage), or a cheeseburger happy meal on the kiosk.”
A company spokesperson referenced former CEO Steve Easterbrook’s comments in a statement provided to CNBC: “Our CEO, Steve Easterbrook, has said on many occasions that self-order kiosks in McDonald’s restaurants are not a labor replacement. They provide an opportunity to transition back-of-the-house positions to more customer service roles such as concierges and table service where they are able to truly engage with guests and enhance the dining experience.”
However, because most McDonald’s locations are franchise-operated, corporate has limited ability to enforce staffing policies across all stores.
In 2024, McDonald’s reiterated its stance on digital upgrades in comments made for The New York Post: “These changes allow franchisees to meet our customers’ increased desire for digital options, while improving speed and accuracy,” a spokesperson said.
Aris Gysel, a franchise owner interviewed by HiTec.org discussed initial resistance from customers adapting to new technology: “The change in customer experience has been dramatic for our guests. It was also challenging for them to learn how to use new tools and understand the benefits of digitalisation. Especially in the beginning, there was notable concern that we would replace our workers with machines. Quite a few guests refused to use our self-ordering kiosks,” they shared.
Recent research shows that technology continues shaping quick-service restaurant experiences for better or worse as companies look for ways both streamline operations and respond https://www.qsrmagazine.com/news/mcdonalds-puts-24b-experience-future/ to changing consumer expectations.
