more representative of the local new business vision McDonald's, inspired so undisguised at Apple Stores, He has reopened its doors in Chicago after a recent remodeling.
It's not all that has been reopened. Along with the superb restaurant he has returned the debate on the interactive kiosks, online orders, Kitchen robots ... In short, all those technological and digital solutions being implemented in the catering business and looming over the future of the jobs held by unskilled employees.
Specific, McDonalds site in the River North neighborhood boasts pristine interactive kiosks for self-service, and total integration with mobile telephony through which diners can order or pay in comfort.
In addition combines futurism (He is true to the motto "Experience the Future" that motivated this remodeling) with a sustainability environmental very fashionable: live birches, fresh walls and diaphanous spaces with fresh air and limpid complete a change for the better in the image local.
Finally, also it enhanced the user experience offering camaraderie service at the tables.
A complete remodel
And the facelift that has experienced this Chicago property is about to run all EE. THE. like wildfire. Of just over 14 000 US establishments, 9000 They are eligible to adopt this new interpretation of fast food restaurants in the next two years. Others 5000 already have some of the elements causing discord. There are even three clones of Local chicagüense: one in New York, one in Florida and the last in California. Why these changes?
Within the catering industry, fast food faces its own challenges. Between the “usual suspects” are they changes in consumer tastes, excess options, high competition and always bullish labor costs.
From the business point of view, This last point is flaky. During the last year more than fifteen states have high or updated minimum wage, imposing an unaffordable burden on businesses restoration.
To this was joined by a new recruitment crisis, since the beginning of the year fast food establishments are experienced difficulties in filling vacancies in kitchen, box and auxiliary positions.
further the turnover rate of workers has soared and labor unrest grows. The cause? In both cases the studies seem to point to the increased demands arising from the High technology implementation in the workplace.
Having an overview, Affected workers can not help but feel inconvenienced by welcomed the new technological solutions by the famous hamburger franchise. Even more when new kiosks are more efficient when closing an order, increase consumer satisfaction and prevent tailing. With these data on the table acquisition cost (between 40 000 Y 50 000 Dollars) does not cause so much friction.
From McDonalds they have been quick to deny that these innovations are still going to have a generalized adverse effect on the number of employees on its payroll. The owner of the local River North, Nick Karavites, comentó al respecto de estas novedades que «from the operational point of view, kiosks affect comfort; the concept has nothing to do with downsizing».
A Karavites has joined him Steve Easterbrook, Executive Director of McDonalds. During a recent interview she commented that process automation allowed them to "retrain workers'. He added: "We know that our customers simply want to place your order and we sit relaxed until their food". He concluded that 'the fundamental reality is that the more customers are served, more staff is needed to provide the service '.
These same explanations have already become a Joker senior executives during press conferences and interviews. The same rhetoric we have seen in the words of director of transformation and growth Panera, Blaine Hurst, in 2016. And is not the first time that Steve Easterbrook uses. He is familiar with it, at least since he began criticism by the use of technology in McDonalds back in summer 2017.
Back then commented that interactive kiosks "providing the opportunity to transfer workers from the kitchen to put more consumer-oriented as the concierge or waiters, where it really is possible to interact with the diners and improve the experience during lunch ".
Nevertheless, the former CEO of McDonald's, and Ransi, It illustrates a very different side of the coin: "If you can not get people a reasonable salary, you do run the machines work ... And the more force [minimum wage 15 dollars an hour], faster will happen '. View borne out by competitors with less openly when making statements, as in the case of Wendy's, unmitigated accepting that kiosks mitigate the impact generated by increased costs in wages.
It is difficult to find out whether the words of the senior McDonald’s distill honesty. The few statistics available to the company are contradictory. While some sources indicate that the overall number of company employees has remained constant at about one and a half million jobs in recent years, Statista reflects a decline of nearly 50% direct contracts in full and part time in the last two years, while the number of local and turnover has remained without significant alterations.
Only when the adoption of interactive self-service kiosks is complete, we can begin to see the evolution of templates in McDonald’s and similar fast food restaurants, time will tell.