McDonald's has begun testing its first-ever robot restaurant in Texas, sparking debate and intrigue in equal measure. In Fort Worth, Texas, the branch is fully automated and requires no human contact to order and pick up your favorite meal. The introvert's dream gained viral attention online after TikTok and Instagram user foodiemunster shared a video from inside. With 1.2 million views, the video shows how customers can use automated screens to order fast food and collect it via a machine.
McDonald's explained in a statement that the restaurant includes new features including the Order Ahead lane, where customers can receive their order on a conveyor belt. This restaurant is the latest move in McDonald's Accelerating the Arches growth strategy, which aims to innovate and improve customer experiences.
"When you step inside the test restaurant concept, you'll notice it's considerably smaller than a traditional McDonald's restaurant in the U.S. Why? The features—inside and outside—are geared toward customers who are planning to dine at home or on the go," McDonald's said in the statement.
Inside the restaurant, there’s a delivery pick-up room for couriers to retrieve orders quickly and conveniently. There are also kiosks, where customers can place their orders to go, and a pick-up shelf for orders. Outside the restaurant, there are several parking spaces dedicated to curbside order pick-up, as well as designated parking spaces for delivery drivers.
The introduction of the new technology has sparked various opinions online, with some questioning the ethical implications of a fully automated restaurant. "Well there goes millions of jobs," said one commenter, while another added: "Honestly if they go through with this, I’ll just boycott McDonald’s; their food’s mid at best anyway."
However, not everyone is against the idea. Some customers are excited about the potential improvements in service and efficiency. "I have a feeling the burgers and service will be way better," stated one Twitter user, while another commented, "The future is here" after experiencing the new restaurant.
"The technology in this restaurant not only allows us to serve our customers in new, innovative ways, but it also gives our restaurant team the ability to concentrate more on order speed and accuracy, which makes the experience more enjoyable for everyone," explains Keith Vanecek, the franchisee operating the test restaurant. "I am immensely proud to have this new restaurant concept serving our customers in the Dallas-Fort Worth Metroplex."
Currently, this unique concept can only be found at this one location, where it is being tested. However, the McDonald's team says that their "test and learn" concept for the store means they hope to benefit restaurant teams and customers around the world in the future.
"I believe this test concept could mean a monumental change for the fast food industry. I am blown away by the viral reaction. I am so grateful for the reaction," said foodiemunster.
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