McDonald’s is expanding its ‘Order Ahead’ location tracking app feature to all UK restaurants following a successful trial launch.
As of this week, customers nationwide will be able to jump the queue by ordering directly through the McDonald’s app.
With customer consent, the feature uses geofencing technology to alert the restaurant as they approach, so the order only starts cooking when they are approximately three minutes away.
This would result in “less waiting and a smoother, faster experience from start to finish”, McDonald’s said.
To place an order with the feature, customers will need to download the McDonald’s app, choose a location and place their order, and then select a pick-up option, which includes counter pick-up, click & serve, or table service, before tapping pay and heading to the restaurant.
The rollout forms part of McDonald’s plans to accelerate its digital transformation strategy, ‘Digitising the Arches’, using data to reshape how the company operates “at every level of the business”.
The strategy involves digital changes across the fast food giant’s restaurant, customer and company platforms, including the expansion of its computing platform Edge and the deployment of AI-powered technology in restaurants to ensure nothing is missing before an order reaches the customer.
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