This McDonald’s kiosk case study looks into the problems with operations management of self-service kiosks, namely, increased average waiting time, quality control, and operational complexity. Read on to learn the solutions to these issues and potential areas of improvement in McDonald’s operations.
McDonald’s Operations: Area for Improvement
The self-service kiosks can be an outstanding solution in order to improve and enhance the operational flow of the McDonald’s restaurant in DC, Tenley town. These devices do not only decrease the average waiting time, which at peak hours can reach up to 10 minutes, but also allow the customers to personalize their choices according to their needs. First, the operational process of taking an order delivery possesses numerous points where the service provider can make a mistake. McDonald’s employees usually fail at taking an order correctly; therefore, the automation of this part of the operational flow can be an improvement for the given restaurant.
Second, most customers tend not to have enough time and space for ordering in the most satisfying way because there is a pressure of doing the given action at a fast pace due to the queue waiting. The self-service kiosk will eliminate the feeling of the rush by allowing the clients to thoughtfully and calmly choose the best options from the menu. It will also enable personalizing the order according to the customer’s needs because all the choices are present in the kiosk.
McDonald’s Kiosk Case Study: Problem
The main problem of the McDonald’s restaurants without self-service kiosks is an increased average waiting time. It can escalate up to 10 minutes, which is a low standard value for a fast-food restaurant. The self-service kiosks are an outstanding solution to the given problem because it provides a faster order taking process. The restaurant can implement these kiosks as many as they need, whereas there are limitations for the number of cashiers.
The self-service panel can operate for 24 hours, whereas an employee requires shift changes. In addition, the process of taking an order, where the most mistakes are made, does not generate value for a restaurant because the income is created due to the production of food.
Furthermore, self-service kiosks can solve the problems of quality control and operational complexity. Even if the cashiers could be fast enough to take orders from all the customers, they would make more mistakes than the kiosk. The given task is a routine one; therefore, it needs to be operated by a machine. The process of delivering a final product to a customer is a complex one. The repetitive and simple parts should be outsourced for devices, whereas the creative and responsible parts should be done by people. The highest level of efficiency can be achieved by applying the most plausible solutions, which the self-service kiosks can provide.
In conclusion, the self-service kiosks can potentially be an outstanding solution, which will greatly enhance the operational workflow process of the McDonald’s restaurant in DC, Tenley town. Although these kiosks are not impactful during the low customer flow time, they can be fully utilized and be most resourceful during peak hours. The given device for self-service can reduce the number of mistakes made when taking an order. It also allows the clients to personalize the choices according to their needs and requirements. The self-service kiosks can increase the overall efficiency of the McDonald’s restaurant.
McDonald’s Operations Management: Recommendations
The first area for future improvement for kiosks is to provide the clients with some recommendations regarding the order selection part. It can be achieved by implementing innovative information technology solutions, similar to social media recommendation algorithms. By showing the customer which options are the most popular and trending, the client can be easily influenced to select the most profitable one for a restaurant.
In addition, it is important to understand that most customers do not have a determined choice, and they only begin to think about the possible option when they arrive at the restaurant (Ritzer and Miles 14). Therefore, if a particular McDonald’s chain unit will make suggestions for its clientele, the operational flow process can be enhanced even further. People are inclined to trust the most popular choices done by the masses because it usually means that the given options are the most desirable.
The second area for future improvement of the self-service panels is to integrate the QR-code system because it will not only fasten the operational workflow but also provide full personalization for the client selection. The QR-code system is already being implemented all around the globe. However, if the capabilities of the QR-code system are merged with the self-service kiosks, the resulting product will revolutionize the customer service in fast-food restaurants (Hossain et al. 4). For instance, a person can arrive with the QR-code at a restaurant, scan it at the self-service kiosk, and simply wait for the order without even interacting with McDonald’s employee personnel.
The third area for future improvement of the self-service kiosks is to integrate full interaction systems at McDonald’s restaurants. It includes mobile apps, Android or IOS-based operating platforms for the panels, and some events. Mobile applications can fully automate the process of delivering the final product to the customer, where only the production part will require employee involvement.
Clients will be able to preorder and personalize the options according to their needs before they will arrive at a restaurant and synchronize with the panel. Android or IOS-based operation system should be integrated into the self-service kiosks because it will start a cascade of apps to be created for the platform. It will eliminate the necessity for McDonald’s to hire IT specialists because the development will occur due to freelance programmers. The self-service kiosks can also become a device for event announcements and their conductance. Some giveaways or lotteries can be done on the self-service kiosks and related apps.
Works Cited
Hossain, Md Shamim, et al. “Examining the Impact of QR Codes on Purchase Intention and Customer Satisfaction on the Basis of Perceived Flow.” International Journal of Engineering Business Management, vol. 1, no. 1, 2018, pp. 1-5.
Ritzer, George, and Steven Miles. “The Changing Nature of Consumption and the Intensification of McDonaldization in the Digital Age.” Journal of Consumer Culture, vol. 19, no. 1, 2019, pp. 3–20.