McDonald’s Case study PDF

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Answers for Case Study number 2....

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Matt Templeton Joseph Ardita Lauren DeCarlo Edward Bruner

10/8/18 Dr. Hak J. Kim

Group 4.1 McDonald’s Case study #1- From my own experiences with the use of IPad menus at restaurants, I believe that they would most likely work well at McDonald’s restaurants. For example, at Applebees, they have a tablet at each individual table throughout the restaurant. Not only do those tablets save the waiters/waitresses time taking orders, but it also gives them time to do other chores of their job at the same time. And once the table places their order, they can than do other things on the tablet to take up time, such as playing mini games, looking at gift options, etc. Once the table finishes their food, they can choose whether to separate the check or not, use cash and or a credit card, and than print out their receipt from the tablet itself. Thus leaving the waiter/ waitress having to only collect the tab and clean the table. So from this experience, I can say that having IPads at McDonald’s will surely benefit both the customers and the workers together, making it a win-win situation. #2- Having the IPad in McDonald’s in this day in age could be perfect for the company and its customers. People want food as fast and efficient as possible and being able to use this IPad to order food ahead of time or when they get there, takes away the middleman of a cashier. Almost everyone in the generation uses IPad’s, IPhone’s, or some type of electronic device to do all their daily activities; banking, games, workouts, and other food services. If they can have all of this on these devices, why not ordering for Mcdonald’s in various places off of these? When people are in airports waiting for their flight, they get bored. Having somewhere where people can easily get food from a place that is worldly known will be very appealing. The company could always have the option of talking to someone if they have a difficult order, but having these IPad’s would be great for McDonald’s customers so they can get there food as fast as possible. #3- There are many different ways to making money using these Ipad based ordering system since it is such a technologically advanced system. One way the Ipad ordering system could go about generating revenue is making the games, and apps a little extra charge on the overall bill. Since many little kids go with their parents to Mcdonalds, parents will want to have something to distract the kids. Instead of parent shaving to bring a game for the kids, they will be able to use the Ipad system at their table for a little extra charge. This little charge will go a long way in generating revenue. Another way the Ipad system will drive revenue is through marketing. The system will be a way for the overall company to make connections with customers even if they are not physically talking to someone. These connections will create repeat customers, which will generate more revenue. Although Mcdonalds may be worried about just jumping in on a trend, it can really help them compete with other restaurants already implementing this. Since our society is so technologically advanced, customers want these new

systems that make the overall experience faster and better. This system could bring in new customers because of faster service, which will drive more revenue. Overall, this Ipad system has many different options for driving revenue because it makes the overall experience better for customers. #4- McDonald’s should try experimenting with it in select locations and gather data to get a better idea of whether or not it will be successful. People in airports are often free on time due to waiting for their flight, so it may not necessarily work as well as it would in a fast-food restaurant such as McDonald’s. However, the iPad appeals to the millennial demographic, which is a key target market for their company. Instead of waiting at the drive thru in a crowded car, per say, customers can sit down and be comfortable while they order without any rush. They can use the restroom while they wait, surf the web on the iPad, or play games, possibly ones that are $.50-$.99 to increase revenue. I used to work at a McDonald’s for a year, and in my experience, I can say that this is perfect for the after-school crowd we get around 3-4pm. To prevent free-riders, they can lock wifi/internet access until an order is placed. Technology is a significant part of our lives, and applying it to business can provide success in the long-run. #5- I would suggest that he do more research on his franchises, such as his target market, before making a decision. For example, if more than half of his sales come from the dining room, rather than the drive thru, then it may be a good move to pursue the investment. They can also look at competitors to see if they are implementing this idea, and if so, how successful it has been. The iPads could keep customers entertained while waiting for their food, can cut line times by offering an alternative way to order, and possibly retain them by keeping them around to purchase additional items. If the data is in his favor, then as the client, I would tell my boss to invest in the iPad installation, but gradually roll it out, instead of placing them in 40+ franchises. They should start at a few locations, collect data (such as time spent in the restaurant), and possibly offer customer surveys on the new dine-in experience that appear on the iPad. This will also help spread word of mouth about the idea, and slowly get people acclimated to using it. As an overall team performance assessment, the team did the following: all of us met three separate times throughout the week to discuss the articles and website to be sure that we were all on the same page. Everyone contributed equally by all sharing notes and ideas on each article and the website. Each member communicated with each other and had civil discussions if ideas on a particular subject had differed. Everyone listened to each other openly, politely, and did not interrupt each other. Fortunately, there is nothing to be improved on by the group overall as everyone did what they needed to do to get the job done. Lauren DeCarlo Matt Templeton Eddie Bruner Joey Ardita...