McDonald's locations in the UK have unveiled touchscreen ordering platforms at over 100 locations. The interactive screens will be featured in the front of McDonald's restaurants where customers will be able to order and pay for their food. In an attempt to differentiate themselves from competing fast food services, McDonald's now offers to deliver orders to individual tables.
The addition of interactive touchscreen ordering is part of a larger effort by McDonald's to hyper-personalize its brand experience. Rather than simply ordering from a list of menu items, consumers will have the chance to build their own burgers through entertaining infographics and images. McDonald's has been able to capitalize on two related patterns that consumers seem to be drawn to: creating their own gourmet burgers and hyper-personalizing their meal choices.
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