By Meliha Gutic
Smart phones have become so technologically advanced that they have the ability to take simple tasks and make them even simpler. With the accessibility of smartphone
technology, customers can now expedite food from their favorite fast food chains.
CNBC stated food chains such as Starbucks and Dominos have made it possible to order any item from their app, and have it be ready within 10 to 15 minutes.
McDonald’s recently announced that they would be launching a mobile order-and-pay section into their app. This will allow customers to order whatever they would like and pick it up in the store, according to CNBC.
However, this may contradict the purpose of a drive-thru. Fast food is an industry that considers how fast customers get their food. Yet, is this new idea increasing
“It’s not a smart idea, it’s a waste. If you ordered through the app, it defeats the purpose of a drive-thru. It’s already fast, so what is the point of the app,” said freshman Emma Devanny.
Fast food chains have multiple ways of getting their food, whether it is through a drive-thru, fast dine-in, or both. Going through a drive-thru or dine-in can ensure the quality of the food. Ordering ahead could cause establishments to cut corners by preparing the food ahead of time, yet it may not guarantee how fresh it will be.
“I frequently go to McDonald’s and I would be concerned about the food getting cold because McDonald’s doesn’t taste the same when it is cold,” said senior Thomas Spierto.
Other chain companies have seen success with their mobile apps.
According to CNBC, “Chick-Fil-A saw major consumer engagement when it launched a mobile app with a loyalty program and mobile order-and-pay options last summer.”
Apps have shown to be successful, as seen in Chick-Fil-A’s case. Ordering over the app is innovative and it just proves the magnitude of the advances being made in technology.
“I would use this app because I think it’s an amazing idea that could really work,” said Spierto.
However, the added efficiency may not be as valuable to someone who does not go as often. The simple, easy and traditionally fast option for them is to just go through the drive-thru.
“I don’t think I would use the order-and-pay section of the app because whenever I go to McDonald’s, it is spur of the moment,” said senior Brian LoDebole.
On the contrary, there are possible benefits to using online ordering. Customers can beat long lines, they do not have to wait for their food to be done and they can make sure they got the correct items.
“I hate drive-thrus because I never get good customer service. I prefer going inside the restaurant and actually talking to the workers,” said Spierto.
According to TIME Money, the mobile order-and-pay has been a long time coming for McDonald’s. It’s surprising that they are introducing it next year because other food chains have been using this technology for quite some time. This will only prove to be beneficial for McDonald’s.
Neil Saunders, CEO of Columino, said in a Business Insider article that the app would “give McDonald’s an opportunity to track consumer behavior and buying patterns and stimulate spending with offers and deals.”