McDonald's tall order: reduce mistakes

八月 04, 2007
McDonald's Corp. is testing a cash register aimed at cutting down the number of wrong orders, a problem that puts it near the back of the pack in rankings of fast-food drive-thrus.
The register, now in 10,000 of McDonald's 32,000 restaurants, has a touch screen with large, colorful images of each menu item instead of small buttons with product abbreviations.
While it has improved, Oak Brook-based McDonald's still lags competitors like archrival Burger King in accuracy. That's significant because about 65% of McDonald's business is drive-thru customers — and nothing annoys them more than discovering a mistake after driving off.