McDonald’s pushes ahead with its digital ordering strategy

McDonald’s Corporation (NYSE:MCD) is advancing its digital ordering stations inside a few select restaurants so that they can accept cash payments, according to Bloomberg.

The development means that even more customers could use ordering kiosks for ordering and bypass the traditional checkout line. However, the restaurant giant is expected to still allow customers who prefer to order at the counter to still do so, and full printed menus will be available upon request.

“These changes allow franchisees to meet our customers’ increased desire for digital options, while improving speed and accuracy,” stated a McDonald’s spokesperson. The Chicago-based restaurant operator is not yet requiring franchisees to make the shift to the new digital ordering stations. McDonald’s (MCD) has not revealed a timeline for a wider rollout of the new system.

The company indicated that the new system will see screens behind the counter that normally display the full menu will instead show only select items and encourage guests to order at the kiosk or on the mobile app.

Notably, orders made via app, delivery, or kiosks accounted for more than 40% of McDonald’s (MCD) sales in top markets during last year’s third quarter and are forecast to have been even higher in the subsequent quarters. McDonald’s (MCD) Chief Executive Officer Chris Kempczinski highlighted to analysts in July that the company has a goal to get more and more customers on the digital platform. The expectation is that a more efficient ordering system will boost restaurant-level margins.