THE sneaky reason why McDonald’s makes you order from a self-service machine has been revealed – and it’s not to save time.
Dean Ward, founder and chief product officer at Evoke Creative, which makes self-service terminals, said the popular machines help drive sales as customers “don’t feel judged”.
“Firstly, you are removing the psychology of speaking to someone and feeling judged, we think that is a key factor,” he told the BBC.
“Would you like extra fries? Would you like to go large? Not all people, but I think there’s definitely a large proportion of people who may feel judged in those instances, and may say no.”
The businessman, whose firm counts Maccies and major players such as Travelodge as clients, said good imagery and customers not feeling rushed at the till can also help diners spend more at the self-service terminal.
Data by Vita Mojo, shared with the outlet, revealed some 61% of customers spend more at a terminal than a till.
The extra amount that people spend per order is said to be up to 40%.
Self-service kiosks have become a regular feature at fast-food chains, such as McDonald’s and KFC.
The majority of the Golden Arches 1,400-plus branches in the UK feature the technology following a rollout in 2015.
Previous research found restaurant chains have seen profits soar by almost a fifth after replacing staff with self-service tills and apps.
UHY Hacker Young partner Martin Jones said chains had been investing in technology such as touchscreen tills in fast-food outlets.
Many had also upgraded menu offerings to increase prices, as a way of boosting earnings.
The Sun has approached McDonald’s for comment.
