McDonalds Night Shot
Drive-thrus were designed so that customers could easily place and collect orders. However, eateries are discovering a pick-up window may be all that’s required given that customers can place orders virtually using apps.
The “Order Ahead Lane,” which McDonald’s describes as “a revolutionary new method to pick up your order,” is one of a number of new features at this small-format, take-away-focused restaurant.
This new lane is separate from the standard drive-thru and is reserved just for customers who ordered in advance via the McDonald’s app. A conveyor delivers their order to the automobiles, thus minimizing human contact.
Customers who are inclined to get out of their cars can use a special pick-up shelf inside to get their meal even faster. Even so, there’s still hope if you don’t feel like using the app because there are also digital ordering kiosks at the establishment. Furthermore, since the test restaurant has designated parking places for delivery vehicles and a separate delivery pick-up room, things should be simpler for delivery drivers.
Behind the scenes changes have also been made. This prototype facility, according to McDonald’s, has a new kitchen layout with simplified operations. The Order Ahead Lane even recognizes when patrons are close by the restaurant so that staff members may start making their orders as soon
According to an annual survey by market researcher SeeLevel HX and mystery shopping company, the typical McDonald’s drive-through took six minutes and 18 seconds in 2019 but was reduced to five minutes and 49 seconds in 2020. And since drive-thrus now make up more of fast-food sales than ever before (at McDonald’s, they account for 70% of sales in top markets), big chains are competing to increase those speeds even further.
The franchisee running this new location, Keith Vanecek, said, “The technology in this restaurant not only allows us to serve our customers in new, innovative ways, it also gives our restaurant team the ability to concentrate more on order speed and accuracy, which makes the experience more enjoyable for everyone.”
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