McDonalds “dual point” service approach and impact

An article in the Wall Street Journal (April 11,2013) describes a new “dual point” service system that replaces the single point cashier assisted delivery. Under the new system, customers pay, receive an order number and walk over to the other end to wait for their number to appear on a screen. The order is picked up at that location, with “runners” assisting with sauces and juice boxes, thus freeing up the cashier. Does the reported feeling of better customer service match up with the specific process fragmentation with multiple touch points ? Do you expect such schemes to demand careful calibration of employees as demand levels change to maintain performance ? Will such fragmented systems assist with compensating for employee turnover, estimated at 60% across the fast food industry ?

About aviyer2010

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