Fast-food chains are rethinking how they use digital ordering after finding that many customers still value friendly, personal service, The Wall Street Journal reports.
McDonald’s, which invested heavily in self-service kiosks, mobile ordering and other technology over the past decade, now says the customer experience has become increasingly important alongside food and price. The company is planning a major hospitality push that will train employees to provide more personal interactions, including friendly greetings and checking on customers.
Wendy’s, Burger King and Starbucks are also emphasizing service, staffing and the overall restaurant experience as part of broader efforts to attract and retain customers.
The shift comes as some diners have reduced restaurant spending amid rising menu prices or moved toward competitors known for stronger service. Technomic research gives Chick-fil-A top marks for customer service, including its use of employees to assist customers in drive-thrus, while younger consumers are also showing growing interest in friendly service despite being more comfortable with digital ordering.
Rather than eliminating kiosks or mobile ordering, chains are seeking to balance technology with human interaction. McDonald’s plans to retrain more than 2 million workers globally and make hospitality a more important performance measure, while Burger King wants to keep counters staffed and employees accessible.
The Wall Street Journal has the full story. A subscription may be required.
