Self-Serve is the Future?

Self-Serve Kiosks Embraced by McDonald’s and Panera Bread

McDonald’s is rolling out ‘Create Your Taste’ self-serve kiosks, enabling customers to build custom burgers as well as full menu ordering.

Panera Bread is also getting in on the action, combining the kiosks with Panera’s « My Panera » rewards membership.

Customers « love the fact » that they can save modifications as favorites or order from their history, says Blaine Hurst, Panera Chief Transformation & Growth Officer.

Cutting Costs

It’s clear that all the big names are keeping a close eye on developments.

Improving order accuracy and creating shorter lines keeps customers happy, and lower operating costs for the restaurant make it a win-win for customers and merchants.

Wendy’s President and CFO, Todd Penegor remarked: « We’ve been able to create some efficiencies on labor across the restaurant … like customer self-order kiosks, mobile order, and mobile pay. »

With minimum wages increasing and cheaper automation, the shift is obvious according to Andy Puzder, the CEO of Carl’s Jr. and Hardee’s. « It’s not rocket science », he said.

Panera’s Solution

Job losses due to automation has been a concern for decades, but it won’t affect Panera Bread. « The consumer-facing technology results in labor savings for Panera; these hours are redeployed in the cafe. In fact, in most cases, Panera increases the number of associate hours in our cafes; and they see increases in overall guest satisfaction, » Blaine Hurst explained.

Sintel Systems

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