STI COLLEGE

City of San Jose del Monte, Bulacan

McDonalds’ self serving kiosk machine

A simple research and analysis

In Partial Fulfillment of the Requirement for the Subject 

Computer Productivity Tools

Submitted by:
Cervantes, Kyla Celine

Submitted to:
Michelle Maraviles
ComProd Tools Teacher

May 22, 2022

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 I. Market Opportunity
The impact of the global pandemic COVID 19 had resulted numerous of countries across the
world, to implement different restrictions to prevent the probability of spreading of virus. Economic
and Social Activities halt during a longer period time from different industries to different sectors of
the economy. Enterprises have been adversely affected by the pandemic through increased costs,
decreased sales, and labor-related difficulties such as remuneration and layoffs. These changes caused
by the pandemic caused thousands and hundreds of business from local to international companies to
close and stop operating some of its franchise.
After the economy recovered from the global pandemic, some business models had still been
implemented and used up to this day. Contactless Payment, Online Shopping, Work From Home Set-
up, Automation, and different Marketing Strategy like hiring influencers to promote a product or
services are one of the things that became popular during the lockdown. While some of these business
model are being implemented even before the pandemic, it only had been given more attention during
restriction and isolation. These business models had been adapted in this present time which is a
game-changer and very promising if compared to the traditional business model.
McDonalds, a renowned fast-food chain, is the world’s second-largest restaurant company by
revenue and its largest fast-food restaurant chain with more than 39,000 locations in 119 countries.
As of January 2022, McDonald’s trades on the NYSE with a market cap of approximately $200
billion. For the fiscal year ended December 31, 2021, McDonald’s reported total revenues of over $22
billion. This company is one of the pioneer to try new strategies and embracing technology and
integrating them in their business, as restaurants are turning to automation in the face of the post-
pandemic labor shortage. During the 2018, McDonalds introduce the kiosk machine. The kiosks are a
component of McDonald's NXTGEN modernization program, which is intended to give consumers "a
digitized alternative to order and pay for their McDonald's favorites" and "provides a more seamless
transaction process," according to the business. Following processing, orders are claimed at the
counter.
A shift in staff roles enables the staff of the fast food chain to be more mobilize and can help
with the customer’s queries, keeping the restaurants looking at their best and even offering table
service. McDonald’s’ digital transformation isn’t limited to the in-restaurant experience, it also
Transformed the Drive-thru Experience of the customers. With many of their restaurants seeing
upwards of 50% of sales through their drive-thru lanes, technology has an increasingly important part
to play in the customer experience across the site. There is also an optional mode of payment offered
by the kiosk machine, having a contactless payment option. Lastly, the kiosk machine enables the
staff focus on the ordered food of the customers, which decrease the time preparation of foods,
enabling the food delivery, walk-in, and take-out customer receive their order faster and efficient.

II. Hypotheses
a. A shift in staff roles. The staff can address the problems of the customers, which can
cause higher customer satisfaction and probability of increase number of loyalty
customers to come back.

b. Transformed the Drive-thru Experience of the customers. As people have the option
to choose their order using kiosk machine, the probability of the wrong orders will

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 decrease. People will more likely to use drive-thru if they are busy or in a hurry, which
can attract the target market of people who owned cars.

c. Contactless Payments. While Cash is still an option in mode of payment, contactless

payment will be the new norm in the next few years.

d. Decrease the Time Preparation of Foods. Introduction of Kiosk Machine can be a

stepping stone for new innovation that can be integrated to different business to decrease
the food preparation of foods.

References
https://www.rappler.com/technology/214031-mcdonalds-self-ordering-kiosks-philippines-nxtgen/
https://www.evoke-creative.com/project/mcdonalds/
https://restauranttechnologynews.com/2023/03/mcdonalds-tests-new-technology-to-reduce-waiting-
times-for-mobile-orders/