Fast-food chain puts digital on the menu
McDonald’s pours money into digital spending on self-serve kiosks and a mobile-ordering application
Chicago — McDonald’s, which replaced its CEO last year with the hope of turning around sales, plans to increase significantly its investment in digital endeavours including self-serve kiosks and a mobile-ordering application. The investment marks a "very significant acceleration" from current levels, Jim Sappington, executive vice-president of operations and technology systems, said. He declined to give specific numbers, but said the spending would continue during the next two years and would be booked as capital expenditures and general and administrative costs. "Enhancing the overall experience is a critical part of us growing our business," he said. "If we’re more convenient, our customers are going to be more willing to come to McDonald’s." While the world’s largest restaurant chain has managed to revive same-store sales growth, it has lagged behind competitors on the technology front. Starbucks and Dunkin’ Donuts have millions of rewards-programme members, while Taco Bell allow...
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