Fast food giant McDonald’s hopes to boost its sales and reputation by going digital. It looks like a McDonald’s mobile app for ordering and paying is on the way. When this app launches, it could mean easier ordering and faster service. And if industry trends hold, mobile ordering may mean increased sales for the restaurant chain.
McDonald’s Mobile App To Streamline Ordering
The new mobile app intends to enhance the dining experience for its on-the-go customers, according to an official corporate statement. As part of the company’s overall growth plan, digital access will play a vital part in the restaurant’s services. For the mobile app, McDonald’s customers can place their food order ahead of time. Then, they have two options.
- Skip the drive-thru line and get curbside delivery.
- Go through the drive-thru line, read the order code and pick up their meal at the next window with minimal waiting.
It looks like McDonald’s is taking some cues from fast food competitor Taco Bell, which launched its “Live Mas” app two years ago. Taco Bell’s app does the same thing the announced McDonald’s app will do. Chick-Fil-A and Starbucks are among the fast food and fast casual restaurants that also offer mobile ordering options via their apps.
McDonald’s goal is to launch the mobile order and pay app to 20,000 restaurants by the end of 2017, according to the official statement.
App Orders Could Mean More Money
A 2016 Deloitte survey found that fast-food customers who place mobile orders visit 6 percent more frequently and spend 20 percent more than non-mobile customers.
It’s no wonder, then, that McDonald’s and other fast-food joints are eager to up their mobile ordering game. Customers want easy ordering and minimal wait times, which are two of the benefits that mobile orders can provide.
More McDonald’s Digital Moves
McDonald’s claims to recognize the need to beef up its digital offerings for customer convenience. Beyond the new mobile app, the restaurant chain is working on a couple of technological improvements to make the dining experience more enjoyable.
- Digital kiosks inside the restaurants that allow diners to skip the front counter and sit right down. Then, the meal is brought to their table.
- The mobile app will also be able to be used to connect with the kiosks to share customer’s stored payment options and favorite orders for easy in-store ordering.
Testing U.S. Delivery
While the company is testing delivery in limited markets in the U.S., McDonald’s already provides delivery to customers in China, South Korea and Singapore. According to the company, nearly 75 percent of the population in McDonald’s top five markets (U.S., France, the U.K., Germany and Canada) lives within three miles of a McDonald’s. Therefore, the chain sees an opportunity to expand the delivery service in the future.