For kids, Japanese tourists and millennials, McDonald’s new way to order meals on a digital screen is a cinch. No problemo.
It’s certain members of the older generation who are not lovin’ McDonald’s menu kiosks, an alternative to placing your order with a cashier at the counter.
Maurice Morita’s job is to change the mindset of seniors and the technologically challenged by walking them through the process at the Hawaii Kai franchise, which installed four of the kiosks in early November. Hawaii Kai was the first to try the digital system among six McDonald’s outlets owned by Glennco Hawaii, Morita said.
It’s all part of a plan by corporate headquarters to introduce the kiosks to 2,500 of its 14,000 U.S. operations by the end of this year.
The state’s 74 McDonald’s are introducing the kiosks gradually — 20 have already made the leap.
A retired special education teacher from Pearl City, Morita was hired in October by franchise president Glenn Waki, who wanted someone who smiles a lot and “get plenty patience” to train the staff and assist customers.
Since the kiosks went into operation Nov. 12, only 7 percent of Hawaii Kai customers have used the new ordering technique, Morita said. But he’s working on it.
Jean Yano, a regular customer, said Morita talked her into trying the kiosks when they were installed in mid-November, although her initial reaction was: “No way! It looked complicated.”
But it just took some practice, Yano said. She’s part of a “McDonald’s gang” of several in their 70s who hang out at the Hawaii Kai restaurant almost every day. Half have tried the kiosks.
It’s very convenient when the lines are long, or on busier holidays, Yano said. But her husband, Raymond Yano, is still in the “bah, humbug!” mode — “I don’t like it and I don’t wanna try it,” he said.
His wife does the ordering for both of them, although old-schoolers can still order at the counter.
The kiosks allow the ultimate customization of your meal — want onions or pickles with that burger? Calorie counts next to each pictured item help guide choices as well. Seemingly endless options allow you to fine-tune your order, but after each selection, you must remember to press “done” before adding more items.
Jean Yano is still learning to punch in all the condiments she needs, but another new McDonald’s service eases that problem.
Employees now deliver meals to tables, whether ordered at kiosk or counter, and they can fetch any forgotten condiments.
Because of the added table service, Morita said, fears that the kiosks would replace employees have turned out to be unfounded. In fact, “We’ll need more employees!”
For customers who grew up with mobile touch screens, the kiosks are not at all mind-boggling.
Millennial mom Chanelle Ide completed her order with Morita at her side the first time, and found the process to be “fast, not confusing; very user-friendly.”
Youngster Patrick Dillard Jr. found the system easy the first time he tried it, but his father wasn’t too happy he couldn’t use a printed coupon at the kiosk.
Morita said a mobile app, already available for some stores, makes such meal deals available via smartphone.
Morita said Japanese tourists are also adept at using the screens without coaching — the pictures eliminate any language barrier in ordering.