Fast food giants McDonald’s and White Castle want to enhance the guest ordering experience by introducing iPads and touch-screen kiosks, respectively. At the moment, a pilot test is in the works, meaning the new features may not expand to other markets. The motive for both brands is to highlight customization when building a burger without a crowd of people around. “There is an intimacy and privacy about how we enjoy food,” said Jamie Richardson, VP of White Castle.
Innovation by technology has become a huge asset for fast casual restaurants, the fastest growing segment within the restaurant industry, so it’s wise for other categories, like fast food, to follow suit. Recently, we’ve seen casual restaurants like Chili’s and Applebee’s adopt tableside iPads. However, the fast food crowd is a different audience, so it will be interesting to see how consumers take to the changes. Read More