Beth Schultz

McDonald's Stays Hot With Predictive Analytics

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CandidoNick
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Prospector
Re: Eye tracking? Really?
CandidoNick   12/2/2013 5:09:07 PM
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That makes complete sense. Its not about what you order directly, its what about the menu catches your eye. They'd use that information when designing menus in the future.
Thanks for clearing that up!

Maryam@Impact
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Re: Custom McDonalds
Maryam@Impact   11/30/2013 9:35:48 PM
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The burger joints in my area are begining to resemble Starbucks and feature grass fed meat and organic chicken to capitalitutrze on more healthy habits. Its not only about the burger but about the atmosphere for the diners.

SethBreedlove
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Data Doctor
Re: Eye tracking? Really?
SethBreedlove   11/29/2013 9:21:32 PM
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@ Hospice. - I  the general rule is that we don't have the expectancy of privacy in any public area, especially if we are carrying out public duties. As for bugging in public spaces, the courts are divided. 

BethSchultz
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Re: Custom McDonalds
BethSchultz   11/27/2013 10:31:08 AM
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Case in point nearby here in Chicago. In the last year, the number Five Guys has exploded, we have a new Meatheads in the neighborhood, as well as an Epic Burger, That Burger Joint!, and miscellaneous new one-offs. For all the talk of healthiness, there sure is a lot of meat-eating going on around here!

Maryam@Impact
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Re: Custom McDonalds
Maryam@Impact   11/27/2013 10:25:01 AM
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Beth it would be interesting, much like how McDonalds has customized its international offerings! The challenge is they need to address the actual meat and cooking process to compete with the trendy new burger joints in the neighborhood.

BethSchultz
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Re: Custom McDonalds
BethSchultz   11/27/2013 9:37:55 AM
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Speaking of jalapenos, it could be fun to see region by region to see what items would make it onto a build-your-burger bar at McDonald's... or year by year. Kale today, poached eggs tomorrow?

Maryam@Impact
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Re: Custom McDonalds
Maryam@Impact   11/26/2013 5:53:24 PM
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Beth I do think the analytics of the bottom line are driving some of these decisions but I think that they will need to go further than jalapenos to capture the audience they are targeting

BethSchultz
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Re: Fast, Accurate And Friendly?
BethSchultz   11/26/2013 10:42:34 AM
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@kq4ym, I don't visit McDonald's with great enough frequency to rate 'em on friendly service of late but historically I would have to agree friendliness isn't something that's readily forthcoming. I wouldn't say I can recall any surly encounters, but no shining examples of friendliness. But to me that doesn't matter. When I'm at McDonald's I'm not really looking for big smiles and friendly service but quick order-taking, quick order fulfillment, and for the stuff I've ordered to be in my bag when I drive or walk away. As for healthy -- forget about it. I'm surely not kidding myself that I'm eating healthy at McDonald's, and while McDonald's might do this and that to appeal to a more health-conscious crowd, I think it'd be foolish to try measuring its success based on the healthfulness of its food.

kq4ym
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Data Doctor
Fast, Accurate And Friendly?
kq4ym   11/26/2013 8:29:45 AM
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If McDoanld's wants to be fast, accurate and friendly, I'd give them a score of 66%. At least at the store I visit, the speed and accuracy is up to par. Friendliness, not so much. I've yet to see a smile from any of the staff.

But, while analyitics can figure out where backups are likely to occur, and track ordering mistakes, I'm not so sure even eye-tracking software is going to motivate minimim wage employees to smile and at least act like they enjoy the work.

And finally, should speed, accuracy and friendliness define a restaurant's success? How about quaility and healthfulness of food?

 

Hospice_Houngbo
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Prospector
Re: Eye tracking? Really?
Hospice_Houngbo   11/25/2013 1:40:10 PM
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@Seth: ..."is this menu listening to my conversation?" Wouldn't it be illegal if restaurants use the menu to spy on their customers? Collecting data this way without customers knowing of it, will be like violating their privacy, right? Or don't people have the right to privacy in public restaurants?

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