McDonald’s testing its first Mobile Ordering App
McDonald’s is testing a mobile order and payment app at 22 locations in Columbus, Georgia, to give customers more payment options and speed them drive-through and counter lines.
Aimed to improve customer experience of the Millennial and other digitally connected consumers, the McDonald Ordering app will make users be able to skip lines and speed through the drive-thru. What is in it for McDonald? Well, it will of course benefit from the customer transaction data collected from these mobile app users.
The app is available for both iPhone and Android and can be found in the Google Play store here. McD Ordering requires users to link a credit or debit card to the account to complete payments. The app allows customers to order while on the move with the promise that the order will be ready and available for pick up in-store or curbside. To complete the order pick-up, the customer scans a QR code produced by the app at the point of purchase. Order numbers pop up on screen in the store and are ready to go or, if at the drive-thru window, food is delivered right to the car.
Expectations for McD Ordering are high, with one shift manager at a pilot location saying “We haven’t really advertised it yet, but once we do it’s going to get big”. The reference to getting bigger might include McDonald’s plans to add a mobile loyalty app in the future, to deliver loyalty offers, coupons and other unique offers. However, based on the recent reviews left by users on the app stores, the trial run doesnt seem to have gone well with the users. They are complaining about the lack of interactivity and user-friendliness in the app, payments are not going through for most, and is more of an annoyance than anything else!
The Georgia pilot , marks the first McDonald’s-branded mobile payment app tested in the US.