McDonald’s Corp. is testing a cash register aimed at cutting down the number of wrong orders, a problem that puts it near the back of the pack in rankings of fast-food drive-thrus.
The register, now in 10,000 of McDonald’s 32,000 restaurants, has a touch screen with large, colorful images of each menu item instead of small buttons with product abbreviations.
While it has improved, Oak Brook-based McDonald’s still lags competitors like archrival Burger King in accuracy. That’s significant because about 65% of McDonald’s business is drive-thru customers — and nothing annoys them more than discovering a mistake after driving off.
“Customers aren’t very forgiving, and there are so many choices out there,” says Bob Goldin of Technomic Inc., a Chicago-based food consulting firm. “Any edge a restaurant can get with a service system is likely to pay off.”
In the most recent survey by trade publication QSR Magazine, McDonald’s finished fourth in speed and 16th in accuracy out of 25 restaurants. (It was accurate 91% of the time.) In the two previous years, McDonald’s finished 25th and 20th in accuracy and sixth and fourth in speed.
“There is a demand for us to improve service at the front counter and drive-thru,” says Chad DeKing, a senior director of U.S. information technology.
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