McDonalds is in the midst of a technology push that includes expanding Internet ordering and in-store kiosks, as well as exploring new consumer options such as curbside check-in and home delivery.
According to Marketing Week, the company just finished a trial in Florida with UberEATS, a partnership it announced in December. UberEATS would be accessed through the company’s mobile app, which already has 11 million registered users.
The company’s CEO, Steve Easterbrook, has previously admitted the company fallen behind its fast food peers, is playing catch up now by focusing on experiential differentiation using technology.
“This is one where it’s better to be right than first to market. We are looking to understand what works best for customers. We are now focusing on the experiential side – curb side check in, order and pay, make it easier and more convenient and then build reward systems over time. We believe tech can do a lot of heavy lifting, so the overall experience will be better.”