"...people order a much larger — and much more profitable — amount of food when they don’t have to place that order with a human being."
Kiosks are coming to fast food restaurants at a greater pace. I've posted about this before. I personally dislike how long it takes to place a simple order. For McDonald's, if I just want a 2 cheeseburger meal, it takes like 10 taps to place that order. Just finding it on the kiosk is challenging, and I feel like the suggestive selling really disrupts the process. It appears that customers; however, are ordering more because of the kiosks. For that reason alone, you'll see more and more of them.
Mobile ordering is also being pushed. McDonalds, and others, ask at the drive thru if you've placed a mobile order as the first question. It's a subtle way of saying "we'd prefer you to use our app". Chipotle Mexican Grill has a great mobile app. The only problem is actually picking up your food. Just yesterday, I had my order taken from the shelf by someone else. It might been an accident and someone mistakenly took the wrong order, but it turned into a real frustrating ordeal getting it made again. The best answer so far is what Little Caesars Pizza is doing where you punch in a code and a specific window opens with just your order. One way or another, they'll figure out how to remove the register personnel.
From a value perspective, I get it. The value in McDonalds is not in someone punching buttons on a register and trying to decipher what people are ordering. The error rate in order entry is much higher when dealing with person-to-person communications. The value is in the food. They would like all their employees focused on food prep and order fulfillment. If they can automate everything else, they will. They would prefer you to just walk in, or drive up, find your order, and go off to eat somewhere else.
Anyone who has ever worked in a manufacturing facility knows that order accuracy is the bane of the value stream. Orders often require some accessory, some option, some customization, or some specific note that can be easily left off the order or misconfigured. Manufacturing points the finger at sales. Sales points the finger at manufacturing. Everyone points the finger at IT. The answer is to greatly simplify the product complexity and ordering process so sales (or the customer) knows exactly what they are ordering. If the order is wrong, that's on whoever placed it. To me, the point of the kiosk and mobile ordering isn't just reducing labor. It's shifting responsibility from the employee to the customer. "I didn't want pickles". It's either on the order or it isn't. You placed it. Next time, select no pickles.
McDonald’s is holding the line because they beat everyone to the punch long before this. To put things into perspective, a Double Quarter LB Combo is between $18-21 depending on area, tax, etc, making a meal for a family of 4 as much as $80+. While using hourly wages as the scapegoat, McDonalds increased profits by nearly 5% in 2022, and over 10% in 2023…. To the tune of $14.5B. The corp chains that are raking record profits, and paying astronomical C Suite salaries, are pushing total misinformation to make the general public think that paying one $20/hr is the issue. What is basically still a fraction of what wages should be based on inflation rates over the past 30 years, and still a wage that is not realistically a livable wage, hourly rate increases is not the issue and never was. So, that’s said, the beneficiary of this are the people who are making this a min wage issue - the McDonalds execs of the world (who are also the ones with shares in robotics tech companies). Who’s hurt should be the question…. The consumer, and the little guy in restaurant ownership who doesn’t have enough market share to charge $20 for a fast food meal.