By the end of 2015, McDonald’s hopes to introduce ‘Create Your Own Taste’ touchscreen ordering kiosks in 2,000 of its US restaurants. The touchscreen interface allows customers to customise their order; want a Quarter Pounder with Cheese, no onion, and Big Mac sauce? It’s yours, at the touch of a button, and without having to deal with a bitter server, resentful at the extra work you’ve foisted on them. The ‘Create Your Taste’ system features another bonus: once ordered, your food is brought directly to your table by a McDonald’s server.
McDonald’s hope to attract back the younger demographic that has slowly abandoned the restaurant over the last few years, the logic being, according to Bob Nibeel, a McDonald’s franchise owner, “most millennials would rather deal with a computer, iPad, iPhone than actually have interaction with another human being.”