With new technology like AI being implemented at fast food chains to smooth the ordering process, and cut down on wait time – both McDonald’s and Chick-fil-A are adding a new feature to their app that will track your location after you place an order.
The technology is called geofencing, and it was added to McDonald’s app this past March. Chick-fil-A will deploy the technology sometime during the summer.
What is Geofencing?
It notifies the restaurant when you’re near (about 3 minutes away) so that staff can start making your order in a timely, calculated fashion. It cuts down on wait times, cold food (which equals disgruntled customers), and wasted food.
For delivery orders, it’s pretty common for a driver to never show up for food, for whatever reason (mainly a non-tipping reason).
CFO Ian Borden talked about the impact that geofencing has had so far on the ordering process: “While it’s still early days deploying this new digital enhancement, initial results are already pointing to improved service times and elevated customer satisfaction.”
With orders being increasingly placed through delivery apps, and/or through mobile apps before anyone even arrives, fast food chains have been evolving with the new demand to create a more stream-lined, ordering experience.
