Would You Like Wi-Fi With That Burger?
Computer World
Would You Like Wi-Fi With That Burger?
This is an important question that many people in the foodservice industry are asking. This article discusses the various technological advances that are being made in the restaurant industry. McDonalds currently offers free Wi-Fi in over 8,000 store locations. The Wi-Fi is used heavily by the younger generation who can play video games over the net using this free Wi-Fi. However, the internet connection is not being offered solely to serve customers. The locations are able to utilize the Wi-Fi for many key business operations. Handheld order devices and inventory management devices allow information to seamlessly flow throughout the property in order to expedite business. The company sees it being used in the near future for self order kiosks and the ability to make payments without the need for human interaction. According to the author’s research only one third of restaurants are using more technology than they did three years ago. But roughly fifty percent of them have seen noticeable increases in productivity and efficiency.
Wendy’s is also beginning to implement more technology in order to increase business. They are applying it to the drive through operation which is often a complicated aspect of business. By using voice-over-IP (VoIP) they have made some promising advances. At locations where the technology is in place, orders are taken in line and routed to a central call center which processes orders and then relays them back to the property. This allows for greater sound quality and less mistakes while also freeing up staff to concentrate solely on order production and payment transactions.
The article also discusses self-service kiosks. In research these devices often increase sales by twenty percent per order due to intelligent up-selling.
This article showcases just how well technology can be implemented in restaurants. This is good to see since most have not adopted new technology like other hospitality businesses. Wi-Fi in a place like McDonalds may not seem in keeping with overall company strategy, but when you realize that it has more purposes than simply giving guests a connection, its value is recognized. I personally think this is a solid business move that many fast-food and quick-service restaurants should look to adopt. So many devices can be connected using wireless internet and they also allow excellent mobility for a manager who would like to keep on top of all aspects of business no matter where he is on property.
Thank you Wendy’s. There is nothing more frustrating than screaming into a drive through window and correcting the order ten times due to the horrible audio quality. This technology will allow franchisees to hopefully share resources and reduce labor costs. The centralized call center can also utilize automated ordering which can help handle overflow.
Finally the article quickly discusses kiosks. I happen to love these kiosks at places like Wawa because they take the guess work out of ordering and present all options clearly to a customer. I can definitely understand how they’re able to increase sales because the machines have so many options for extras that most people forget. The screens also display pictures which are very enticing and I assume promote impulse buys.
I look forward to these new technologies being used in restaurants that I will visit. I also believe though that some of these ideas will simply not be a right fit in fine dining for a few years until consumer preferences change.
Mitchell, R. L. (April 13, 2007). Would You Like Wi-Fi With That Burger? ComputerWorld.http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9016499&pageNumber=3
Retrieved January 14, 2008.
4 comments:
This article is related to McDonald WI-FI what we learned. The technology, such as WI-FI can be upgraded fast food service. Using of WI-FI, fast food and restaurant can increase their efficiency, I agree with that. It is not for using just for guest wireless internet service. It has to apply to business devices. I like Wendy’s improved drive-thru service. I am not frequent user of drive thru, but whenever I use drive thru I couldn’t understand what they say and I doubt they can understand what I am saying. So it will increase guest satisfaction. However, it is important how and what they apply to their service with WI-FI. Also I am looking forward to see new technology in the fast food restaurant and Kiosk system.
Value is something that is really increasing at these fast food chains that implement these systems. I know when I go to Burger Kind, I get a meal and it ends up costing almost $8. When I get better quality and better tasting meal at Subway or Blimpies. Or even Panera Bread is comparable. So, for people like me, I have seen the value of fast food establishments diminish. You're getting the same amount of food for more money. And its unhealthy 8 times of 10! I like the idea at Wendy's of having the orders sent offsite. I think it will free up alot of time. I interned this past summer for Marriott. There was a Wendy's across the street. I seldom eat fast food, but about once a week I was tempted for some Wendy's. This Wendy's in a highly dense corporate area (Parsippany NJ) was swamped at lunch. The drive-thru line consistently seeped out into the adjacent highway. I think this technology Max discusses would help reduce time and the # of incorrect orders!
I think that WI-Fi is so convenient that it needs to be provided with that burger. I did not know that the Wi-Fi was not offered solely to the customers as Richard stated. That is what makes it even more convenient, the fact that both the customers and the company can benefit from it. Richard also mentioned that “roughly fifty percent of them have seen noticeable increases in productivity and efficiency” but only one third of restaurants are using technology. In that case, maybe the other two thirds should implement technology in their restaurants as well. In terms of Wendy’s technology, I think that they made an excellent choice because they solved a problem for many, poor communication that results incorrect order.
I love to see McDonald’s thinking out of the box. That’s what a competitive advantage is all about. No one could really see the reason for implementing this new technology but the fact that Wi -Fi benefits both their consumers and employees is brilliant. I also personally love kiosks. I would go to one over a live cashier any day. It provides greater control and I don’t feel rushed. I think everyone should have one. As for the Vo- ip, I think that chains all over the country will be jumping all over this. The sound and audio quality is a major component to the order taking process and focus on this area can improve an operations business significantly. I believe that this improvement is long over due. These new innovations show that companies are listening to their consumers and they want to make their purchases and experiences as seamless and convenient as possible.
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