McDonald’s Plans to Make Drive-Thru Services Faster

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Category: Lifestyle/Entertainment

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Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. cater to / ˈkeɪ tər tə / (phrasal) – to provide the needs of someone or something
    Example:

    This restaurant caters to vegetarians and vegans.


  2. simultaneously / ˌsaɪ məlˈteɪ ni əs li / (adv) – at the same time
    Example:

    It’s hard to read and listen to music simultaneously.


  3. contactless / ˈkɒn tækt lɪs / (adj) – describing an activity in which people do not get close to or touch one another
    Example:

    Contactless payment is available through online banking services.


  4. seamless / ˈsim lɪs / (adj) – well-connected and well put-together
    Example:

    The school’s sports event was seamless, and the weather was perfect for the occasion.


  5. consistent / kənˈsɪs tənt / (adj) – having the same quality every time
    Example:

    We trust that he will succeed because his work is always consistent.


Article

Read the text below.

Fast-food chain McDonald’s is planning to improve the speed of its drive-thru services.


In 2020, McDonald’s reported that drive-thru orders made up 70% of its sales during the pandemic. In light of this, McDonald’s head of digital customer engagement, Lucy Brady, said the company wants to improve its drive-thru services to decrease customer waiting time.


The fast-food chain unveiled new drive-thru ideas during a virtual investors update meeting held recently. These ideas include a new McDonald’s app, special pick-up points to collect orders, and restaurants exclusively for take-outs and deliveries. The company said that the new concepts could be tested within 2021 in 10,000 branches.


According to Mason Smoot, McDonald’s USA chief restaurant officer, the company plans to open side-by-side order lanes and three drive-thru windows so that the service can cater to more than one customer simultaneously. The company has also invested in AI that can make taking orders a contactless procedure. Aside from these, the fast-food chain is considering introducing technology such as a conveyor belt where customers can pick up their orders.


McDonald’s is hopeful that its proposed concepts will help make drive-thru more convenient for its patrons. The company believes that once its concepts and technology are launched, it will be able to deliver swifter and more seamless drive-thru services than its competitors.


In addition to drive-thru improvements, McDonald’s is also planning to get new equipment such as digital menu boards that display recommendations based on the weather and what products are trending. McDonald’s will also rebrand its packaging for a more consistent look.


Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• Do you think improving service speed by a short time (e.g. 30 seconds) is worth the cost and effort? Why or why not?
• Do you feel it is necessary to speed up drive-thru and food delivery services in your country? Why or why not?

Discussion B

• Do you think contactless services should still be common even without a pandemic? Why or why not?
• What services should be made contactless (e.g. payments, grocery shopping)? Discuss.