Speedier self-service at McDonald's

McDonald's UK wants to speed up ordering by having customers touch a screen just inside the entrance to its UK outlets. Tap to order meals or a coffee, insert a payment card and retain the receipt so you can collect your order by number. Those cashiers who previously staffed the till are now working behind the scenes or delivering meals to the table. Also being tested: delivery to home or office.

Amidst intense competition for the 'fast casual dining' customer, McDonalds needs to differentiate itself and refine its positioning. Self-serve ordering is one way to appeal to customers who habitually tap screens (smartphone or tablet) to order all kinds of products. The screen also updates the look of the outlets, adding a modern touch to a brand that has been in business for decades. The Aberdeen McDonald's, soon to open, is being promoted as 'high tech' because of its proliferation of screens and its table service.

Liverpool, interestingly, has a high concentration of McDonald's units, much higher than the national UK average.

Despite the high-tech updates, McDonald's UK continues its low-tech frequent-buyer reward scheme to encourage loyalty amongst coffee buyers. Every coffee cup comes with this peel-off loyalty card, good for a free coffee after the purchase of 6. This is an easy way to keep coffee lovers loyal without a lot of technology to slow down transactions.