Hate standing at the counter looking at the menu board trying to figure out what you want to order and everyone around you asking, ‘are you ordering yet?’ Hate going through drive through with that annoying customer in front of you taking so long to make an order?.. Well hate no more.
Continuing its innovative streak, McDonalds Australia has recently launched a mobile app compatible with both Android and iOS software, where you are simply able to pick your closest restaurant based on your location, place an order and then go pick it up. The app further provides loyalty services, retains your usual orders and for a limited time, it’ll provide some ‘secret value’ items.
I decided to download the app and give it a crack (It was surprisingly within the top 2 of the ‘Free Top Charts’ segment). I firstly had to sign up and agree to receive promotions and offers via email and phone. I then thought ‘ what a great way to get more customers on-board and aware of promotions’ and then the following thought of ‘do I really want to be receiving ‘spam’ from Maccas on a daily basis?’
Other than that, signing up was easy but a suggestion to improve it was maybe they could have had a button to sign up through Facebook.. making it easier, rather than going through the tedious process of entering personal details.
Using mobile apps has gained legitimacy as a commerce channel. By turning to an app that has the potential to create sales, it strengthens customer loyalty. Another alteration in consumer behaviour in regards to having an app like this means that it is more convenient for consumers with busy lifestyles to easily order and pick up a meal.
In America alone, the launch of the mobile app in March 2017, although still in its prime stage, will be a projected $38 billion industry by 2020. In saying this, mobile apps have the power to enable organisation to improve and create new services.
With McDonalds, the integration of the digital mobile app gives rise to a different customer experience and has the potential to benefit them in the long run.
So would you download the app and order a meal at your convenience? Let me know what you think about the app! Or try using it yourself !