Make your customers do the work

Self-service order terminals, McDonald's, Renfrew Street, Vancouver, BC

The move to involve customers in the retail transactions has been going on for a few decades. Self-service has almost taken over the gas station industry. Grocery stores and airlines are increasingly relying on customers to do the lion's share of the work.

Now McDonald's has joined the throng and is offering kiosks that will accept both orders and payments. On my last visit I didn't see anyone using these, but a member of staff was trying to de-bug one of the them.

Will this trend spread? Only if it does not affect profits. The restaurant saves labour costs, but this terminal eliminates the ability of staff to "upsell". I'd be interested to know how the average sale and items per customer compares with order taken live. I'm sure McDonald's has the statistics, but is unlikely to share them with a lowly academic.