Photo (Stephen Montoya)
Much like the anticipated look of the future featured in cartoons like the “Jetsons” or the automatic feeding machine in Charlie Chaplin’s “Modern Times,” food on a conveyor seems like something out of science fiction.
However, this is exactly how digital customers are getting served at a new McDonald’s test concept located at 8540 West Freeway.
The concept, of this smaller drive-thru style McDonald’s, serves digital customers with pick-up and delivery services plus an order-ahead lane to serve customers who order on the McDonald’s app with a food and beverage conveyor.
In fact, Fort Worth Magazine tried it out and for the most part it seemed to work, as long as you pull up close enough to the conveyer door since there is no one there to hand you your food.
We placed our order on the app, entered the Order Ahead Lane, told the server on the speaker our confirmation number, and much like a bank tube, watched as the pulley and chain system spun until our food appeared in a transparent box with a door.
Was it fast and efficient you ask? Yes, it was. And if you are one of those people who, well, doesn’t like interacting with others, this is a perfect way to get your McDonald’s fix quickly without a conversation. You damn post-COVID millennials.
Photo (Stephen Montoya)
This is exactly the type of service McDonald’s wishes to provide customers seeking a quicker alternative to a full-service McDonald’s.
“At McDonald’s, we’ve been setting the standard for Drive Thrus (sic) for more than 45 years,” McDonald’s senior director of global design and restaurant development, Max Carmona, says. “As our customers' needs continue to change, we are committed to finding new ways to serve them faster and easier than ever before.”
The Order Ahead Lane is just part of McDonald’s new concept, inside there are kiosks for placing to-go orders, in addition to the pick-up shelves and delivery rooms. Outside, customers will see dedicated parking spots for curbside pickup, as well as for delivery drivers.
“The technology in this restaurant not only allows us to serve our customers in new, innovative ways, it gives our restaurant team the ability to concentrate more on order speed and accuracy, which makes the experience more enjoyable for everyone,” Keith Vanecek, the franchisee operating the test restaurant, explains.
As of now, this is the only restaurant of its kind in the United States. McDonald’s officials say they will be tracking the data to see how everything pans out over the next year.
