After experiencing two consecutive quarters of declining sales over the last year, McDonald's USA is trying to convince its franchisees that "service is broken."
Is "quick service" broken?
When the fast food restaurant first began populating on dining out landscape back in the 1960s, one of the concept's primary appeals was the quick service it offered.
In fact, speed of service became so closely associated with the whole segment that fast food's generic label within the industry has long been QSR -- quick service restaurants.
The reality, however, is increasingly different from what that label suggests. As menus have expanded, service has slowed and become more prone to screw-ups. Workers behind the counter now have to struggle with multiple items, accommodate customer special request ("no pickles, please"), and juggle drive-through orders with those for the inside service counter.
I'm not a frequent fast food customer, but I can't help but notice that, when I do visit such places, the service systems often seem strained to the breaking point.
Credit McDonald's Corp. with owning up to this growing in-store service crisis.
After experiencing two consecutive quarters of declining sales over the last year, McDonald's USA is trying to convince its franchisees that "service is broken." The fast food giant is concerned by a growing number of customer complaints about rude or indifferent service.
In addition to encouraging franchisees to increase training and staffing levels, McDonald's has been rolling out a new "dual point" ordering and service counter.
Instead of the traditional walk-up-and-be-served approach, dual point has several register locations taking and ringing up customer orders. Each customer then gets a numbered receipt; an overhead flat screen unit displays the number of each order when it is ready.
A separately positioned and staffed station serves as the pick-up point for completed orders. McDonald's asserts the new system improves order accuracy and results in more personalized, one-to-one service.
The dual-point service model can be experienced locally in the new McDonald's on Russell Street in Hadley, which opened late last year.
Hugh Robert is a faculty member in Holyoke Community College's hospitality and culinary arts program and has over 35 years of restaurant and educational experience. Please send items of interest to Off the Menu at the Republican, P.O. Box 2350, Springfield, MA 01102; Robert can also be reached at OffTheMenuGuy@aol.com