Fast food giant McDonald's is rolling out self-service kiosks in restaurants across China that allow customers to order, customise and pay for their food by just tapping a digital screen.
To promote the new service, it has launched ‘Technology, is there for life more than you think’ campaign, through a combination of online videos and in-store experience events, that brings McDonald’s latest concept an ‘Experience of the future’ platform to life.
The 45-second online video shows a real McDonald’s customer, who is actually a game planner and operator, ordering his choice of burger just the way he wants it at a self-ordering kiosk late at night.
The video highlights the outcome of some McDonald’s consumer insights. The fast food chain discovered that young consumers don’t like wasting time standing in queues, they love mobile pay and sometimes they like taking their time thinking about what to order. So, McDonald’s created self-ordering kiosks where customers can choose exactly what they want and customise their choice. The service also includes options such as no ice in a drink, or less ice.
Leo Burnett, is the lead creative agency behind the campaign.
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Christine Xu, CMO of McDonald’s, says the self-ordering kiosks are just one step on this journey to the future.
"McDonald’s is a modern, and highly progressive company. We are dedicated to continuous innovation, and providing convenient, customised, and welcoming dining experiences for our customers. We are a place where customers can experience the future of fast food dining."
On 30 November, Publicis's shopper marketing agency Publicis Vivid also helped McDonald’s to launch the first ever ‘No-crew store’.
From 2-4pm, McDonald’s ordering-staff disappeared behind the sales counter in 41 McDonald’s selected stores in Beijing, Shanghai, Guangzhou, Hangzhou, Chengdu, and Shenzhen leaving customers to order everything on the self-ordering kiosks by themselves.
Angie Wong, general manager of Leo Burnett Shanghai, says, “With digital now dominating all our lives, we found a nice halfway point, which is the slogan we use for the campaign: ‘Technology, is there for life more than you think’. A digital McDonald’s store and the customised services at the self-ordering kiosk’s will definitely strengthen consumers’ sense of belonging with the brand.”