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In some select regions in the United States this week, fast food giant McDonald’s has already started conducting tests for a mobile ordering and payment system. This is part of a pilot program aimed at further polishing a technology that should be made available across all states, and even to other international markets, before the start of 2018.
For starters, the mobile ordering feature is already made available in a total of 29 McDonald’s locations in the cities of Monterey and Salinas in the state of California, by way of the company’s mobile app. By March 20th, the trials should then expand to an additional 51 locations in the city of Spokane in Washington. Before the end of this year, McDonald’s is looking to roll out mobile ordering in 14,000 locations across America. On top of that, the technology should also become available in 6,000 other locations in countries that include Canada, the United Kingdom, France, Germany, Australia, and China, as reported by Reuters.
For those new to the McDonald’s mobile app, it already lets hungry customers browse the menu, explore the latest weekly deals, and locate the nearest restaurants, among many other capabilities. Now, the app will also give customers the opportunity to submit orders and even complete payment transactions within the app, that is as the deployment of mobile ordering continues to increase in scope.
What makes McDonald’s approach to mobile ordering unique is that it takes full advantage of geo-fencing tech in order to track the customer’s location when he makes an order or a payment via the app. This way, the food being ordered is only prepped when the customer is about to arrive to claim their orders. And because the food does not remain under the heat lamps too long, it makes for a better dining experience for people.
Over the past decades, much has been said about how McDonald’s has revolutionized the speed and ease of the ordering process. The new mobile ordering and payment system should make things a bit quicker, especially when ordering several items. According to the fast food giant, ordering at least a couple of items now takes around 10 to 15 seconds, compared to the 17 second average for two to three items at drivethrus and the 50 to 100 second average for eight to ten items. McDonald’s is also busy exploring the concept of delivery through third party partners -- as a matter of fact, it has already started testing delivery with UberEATS in the cities of Miami, Orlando, and Tampa Bay in Florida.
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