Question: As you get settled in your office for another day of work at WizConsult, the consulting firm you have recently joined, you sip your morning coffee and start your computer. Surprisingly for this early hour, your boss walks in and asks you to follow him immediately. You take one last sip of your coffee and go. Your boss is on the phone with a large Mc Donald's franchise who operates 42 restaurants in the upstate New York area. They quickly bring you up to speed: Mc Donald's has been quietly evaluating whether to join the iPad bandwagon. The corporate office is investigating the option of rolling out ipad-based menus that would allow patrons to walk in and immediately sit at a table, then order using the device available at the table. They place an order, customize it to their taste, the submit it. When their number is called the guests can then pay for the pick up their order as normally would.
As iPads menus are becoming popular in restaurants around the world, such as Mundo Global Tapas in Australia, or stacked in Torrance, CA (USA), the approach that MC Donald's is considering is very similar to the one recently introduced by Delta Airlines in its Terminal at JFK airport. There, travelers can use available iPads to surf the internet and order from two of the terminals restaurants: Croque Madam for French cuisine and bar Brace for upscale Italian food. Funny enough, you were there last week! At these restaurants patrons sit down and use one of 200 devices to order directly from a graphically pleasing and interactive menu. As they wait for their food to be delivered they can play games, check flight information., read the news and surf the web. As Rick Blastien, the CEO of OTG, the management company behind the concept pot it: "we are giving travelers a one of a kind experience (...) by combining cuisine with innovative seating and ordering technology, we are offering a truly unique airport travel experience."
Your client explains that Mc Donald's doesn't expect to earn money initially form this service. He quotes a conversation he had with Ron Johnson, president of Mc Donald's North-East Division: "What we're banking on is that more customers will visit Mc Donald's. Moreover, your customers may stay longer as they can surf the Internet and read news on there ipads, and therefore increasing their consumption." The program seems to be gaining strong support at corporate, but your client, the franchisee, has heard mixed feedback on the idea from his fellow franchisee attending a recent conference. He does not want to miss out on making extra revenue, as every bit helps. However he does not want to waste money on the latest high-tech gizmo just for sake of staying on trend.
As a knowledgeable and enthusiastic early adopter of technology, you are now in the hot seat as your boss and the franchisee turn to you for your recommendation.
Please answer the following:
1. Drawing on your own experience at JFK airport last week, do you think that iPad menus will work well at MC Donald's restaurants? Justify your answer.
2. Given your answers to question 1, can you see exceptions or do you believe your answer applies to all restaurants? What about Mc Donald's in other countries?
3. What do your suggest Wiz Consult's client should do tomorrow?