Fast food and convenience have always gone hand in (greasy, chubby-fingered) hand. Now, in what may be a particularly astute observation of the lack of motivation of its regular customers, McDonald’s has launched its first-ever mobile ordering app for smartphones and tablets.
‘My Macca’s’ allows customers to order and customise their meals from their smart device, and collect their order from the nearest McDonald’s restaurant. The app will feature the full lunch and dinner menu (and breakfast before 10.30am), includes specials and promotions, and lets users request meals made their way – so you can opt for extra tomato or no pickles on your Big Mac.
Once an order is placed, the customer can then go to their local participating McDonald’s outlet to validate and pick up their meal. Users can pay through the app via credit card, or in person at the drive thru window or restaurant counter.
McDonald’s is calling the app a ‘fresh’ new way to order, which is not necessarily a word we’ve come to associate with the global hamburger peddler.
Currently, the app has only been rolled out at selected McDonald’s stores in Western Australia and New South Wales, although the company plans to involve more restaurants across Australia in 2014.
While we can kind of see the point of McDonald’s entering the app game, we’re not really sure if the app offers that much convenience for customers. Being able to browse the menu at your own pace and easily customise your food is definitely a pro, and will be positively received by anyone who has drunkenly tried to order a meat-free burger with extra cheese at 3am on New Year’s Eve (not that we’re speaking from experience).
But if you’re still having to physically go to a McDonald’s outlet and stand in the queue to collect your meal (or take your car or motorised scooter through the drive-thru line), it’s not as easy or time-saving as, say, a home delivery option – especially if the 15 year olds working the grill won’t put your burger together until you’ve validated your order in-store.
Overall, we can't see how it would really supersize your convenience, other than by eliminating the need for customers to stand back and squint to make out the menu options above the counter.