Cape Town — Fast food giants, McDonald’s have announced that customers can now place online orders through the mobile app at the same price as one would pay in-store.
The change comes as a way to combat the popularity of well-known online platforms such as Uber Eats and Mr D. The new feature was highlighted by McDonald’s South Africa CEO, Greg Solomon, during a speech at the University of Pretoria, mybroadband reported.
Solomon has been CEO of McDonald’s for the past 16 years and has worked at McDonald’s since 1998. Solomon has overseen a big technological revamp at the company, including free-standing self service kiosks that have been around since 2018.
The self-service kiosks had gradually expanded to all 400 branches throughout the country in a move that has revolutionised the fast food industry. Aside from speeding up orders, self-service ordering also ensures customers get to see exactly what they are ordering and that they get the right items.
The pickup option essentially puts a kiosk in every McDonald’s customer pockets but so far, has only been implemented in a handful of locations. Customer’s can place an order on the app, and can pick up from a branch that differs from the options on the app by typing in the address and choosing it on the map.
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The two most common pickup methods are counter and table service, although some branches also support drive-through and curb pickups.
McDonald’s new feature is a cheaper alternative to South Africa’s existing online delivery apps such as Uber Eats and Mr D. While these platforms are convenient, they charge restaurants a commission meaning customers pay a higher price than the in-store price.
Aside from paying less for an online order with a pickup option, the feature offers customers and McDonald’s itself several other benefits.
Firstly, customers don’t have to wait in a drive-thru line or for a kiosk or counter worker to become available before placing their order. Secondly, the payment is fast and seamless because it is made online. Thirdly, McDonald’s can use the app to advertise new products and specials and to support value-added services like its loyalty programme.
McDonald’s has followed in the footsteps of Wimpy, Roman’s and Nando’s to feature their own mobile apps.
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Compiled by Matthew Petersen
