Chain tests new technology to boost customer service

Customers may soon be ordering their own meals at self-serve kiosks.
OAK BROOK, Ill. (AP) -- It's a McDonald's vision of the future: an automated fryer cooks and bags french fries while a vertical grill machine removes patties from the freezer and prepares them -- no burger flipper needed.
Out front, customers choose between speedy counter lines and self-service kiosks that send orders straight to the tables of harried moms and their kids. And everywhere hover friendly staffers, computer-trained in McDonald's hospitality.
This restaurant already exists, complete with simulated rush hour, inside a test lab near company headquarters. Even though the "customers" are McDonald's employees, it illustrates the new technology the company is tinkering with as it maps out the future for its 13,000-plus U.S. eateries.
McDonald's, though refocusing its resources on fast-food basics in a bid to end a persistent slump, is counting on concepts like the ones being tested at its Core Innovation Center to help it regain more of the dominance that once produced record profits for 45 consecutive quarters.
First goal
New chairman and CEO Jim Cantalupo's first goal is to "repair" McDonald's with a 12- to 18-month turnaround plan stressing better service and food quality and less expansion and capital spending. Developing more innovations, he hopes, should help keep it fixed beyond that.
"We're not only focused on that [revitalization], we're thinking about the long term," Cantalupo told reporters on a rare behind-the-scenes tour of McDonald's facilities last week.
The primary testing ground for new technological innovations is an unmarked building in an office park in Romeoville, Ill., 15 miles southwest of McDonald's Oak Brook headquarters campus.
From under an overhead network of pipes and cables, a Webcam records every move of blue-uniformed employees as they crank out practice products from three test kitchens and process pretend customers. Among other equipment, it is here that the automatic beverage service in use in thousands of restaurants was developed.
Concepts
What technology will be next to "graduate" to the company's vast network of restaurants?
Several concepts are under serious consideration:
USelf-service kiosks. In McDonald's version of the do-it-yourself checkout, patrons can punch in their orders on a touch-screen, insert money and either pick up their food and change at the counter or, for parents with children, get it delivered to their tables in the restaurant's Play Place area.
The kiosks don't shorten the order-and-pickup time, but McDonald's says pilot tests at its restaurants in Denver and Raleigh, N.C., have found them a popular option with customers. A decision on whether to install them more broadly is expected by year's end.
UAutomated vertical grill. McDonald's first new grill innovation since 1985 pushes patties out of a freezer component and sends them by belt to a heating unit. Cooking time is the same, but labor costs are reduced and staff is freed up to interact more with customers as needed.
UMcDonald's will pilot-test the concept, which originated in Sweden, in Chicago-area restaurants this year as part of feasibility studies.
UAutomated french-fry system. Load "Auto Frites" with frozen fries and it takes over, dumping them into the fryer when an order is placed. A robotic arm scoops up the finished products, inserts them into fry boxes, even shakes them to get more in before gently placing them in out slots.
Further evidence of its push to improve its often-criticized service via technology: McDonald's has begun giving new employees hospitality training using specially developed interactive CDs on computer terminals. A key message dished up repeatedly to young workers like video-game entertainment: Smile a lot and say "hello" and "thank you."
In a separate technology project, McDonald's is launching wireless Internet access in hundreds of restaurants this year -- $4.95 for two hours' use.