“McDonald’s Geolocation Feature: Hot Fries and Improved Service Times”

Geolocation is done from the application of the fast food chain, which, in the United States, now accumulates nearly half of the orders.

Cold fries spoil the taste of a hamburger. McDonald’s may have found the solution to this inconvenience: alert when a customer approaches one of its restaurants to start preparing their order and make sure to deliver them hot fries, report the media Business Insider.

Last March, McDonald’s introduced a geolocation feature in its application which tracks the movements of a customer who has placed an order from it. The objective is to prepare the order in time so that the fries are hot enough without the customer having to wait too long for their order. The application thus alerts a restaurant when a customer is less than three minutes away.

A “service improvement”

At the moment, the rollout of this option is in its infancy, but “early results are already showing improved service times and high customer satisfaction scores,” said CFO Ian Borden.

According Business Insiderorders placed through the McDonald’s app, accounted for about 40% of all sales in the first quarter of 2023. Another fast-food chain, Chick-fil-A, will deploy its geolocation technology in its restaurants in the beginning of the summer.

In January, McDonald’s was wrongly accused by several Internet users of geolocating its reusable tableware. They were in fact RFID chips: tags containing information that could be transmitted electronically when scanned, comparable to a simple barcode.