McDonald’s Seeing 3%-3.5% Sales Bump Through Dynamic Digital Menu Displays

September 18, 2018 by Dave Haynes

A reader pointed me to a fascinating piece in Forbes from back in April about McDonald’s that goes into how the QSR giant is using  big data and artificial intelligence (AI) to drive sales on menu boards and the self-ordering kiosks that are showing up in many stores.

The piece is more than anything a round-up of previously published stuff, but interesting to see and understand why the big fast food guys have broadly adopted menu displays and are now aggressively going down the path of self-service kiosks and drive-thru displays.

The McDonald’s menu displays are using real-time analytics and data to change menus based on things like weather conditions. “For example,” the Forbes piece notes, “on a cold, blustery day, the menu might promote comfort foods while refreshing beverages might be highlighted on a record heat day. They’ve been used in Canada and resulted in a 3% to 3.5% increase in sales.“

The piece also notes:

Embracing a data-driven culture is also important to help McDonald’s better understand performance at each individual restaurant as well as uncover best practices that can be shared with other restaurants in the chain. Since McDonald’s uses a franchise business model, consistency of food and experience is important across the franchise. It’s important from the customer’s perspective to experience the same food and offerings from one restaurant to another no matter where they are located or who it’s owned by. The company looks at multiple data points in the customer experience. For example, when they look at the drive-thru experience they not only assess the design of the drive-thru, but they review the information provided to the customer and what’s happening for customers waiting in line to order. They analyze the patterns in an effort to make predictions and alter design, information and people practices if necessary.