Struggling with the possibility of AI stealing your design job? This McDonald's tale could provide some reassuring rest
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In a strategic move that has transformed the fast-food industry, McDonald's has introduced touchscreen kiosks in its restaurants. Far from reducing employment, these kiosks have led to a significant increase in sales and the creation of new jobs.
The implementation of kiosks has resulted in a 20-30% increase in the average order value, with digital orders representing over 30% of revenue in some locations. This surge in sales is attributed to customers exploring menu options more thoroughly and adding more items without feeling pressure [2][4].
Contrary to initial fears, kiosks have not led to mass unemployment at McDonald's. Instead, the introduction of kiosks has made the operation more complex, requiring staff to manage multiple order channels, including kiosks, mobile apps, and delivery services [1].
To help customers navigate the digital ordering process, a new role, "guest experience lead," has been created. This role is designed to assist customers with the technology and the ordering process [1].
While the kiosks handle routine tasks, employees are free to focus on higher-value roles such as customer assistance, tech support, and managing diverse order formats [4]. This shift in job nature has led to the continuation of human presence in McDonald's, serving as a reassurance that a creative career, with its complexity, is unlikely to be fully automated.
The success of McDonald's in using kiosks to sell more food while finding new ways to use humans effectively serves as a model for design agencies using AI. Smart design agencies are now using AI to handle routine tasks, allowing designers to focus on strategy, user research, and creative problem-solving.
In summary, the introduction of kiosks at McDonald's has resulted in a significant increase in sales, the creation of new jobs, and a shift in job nature. The kiosks have allowed McDonald's to handle a larger volume of orders efficiently, improved customer satisfaction and loyalty, and served as a model for the effective use of technology in the fast-food industry.
| Impact Dimension | Effect | |--------------------------|---------------------------------------------------------| | Sales | 20-30% increase in average order value; over 30% revenue from digital orders in some stores[2][4] | | Employment levels | No reduction; more complex roles and new jobs like "guest experience lead" created[1] | | Job nature | Shift from cashier tasks to customer assistance, tech support, and handling diverse order formats[1][4] | | Customer Experience | Improved satisfaction and loyalty (23% and 19% increases respectively)[2] |
- The strategic transformation of McDonald's, implementing touchscreen kiosks, not only increased sales but also expanded the range of design roles available within the company.
- The rise of kiosks in McDonald's led to the introduction of a new design role, the "guest experience lead," tasked with assisting customers with the technology and ordering process.
- The success of these kiosks has shown design agencies where AI can handle routine tasks, allowing designers to focus on creative problem-solving, strategy, and user research.
- The digital ordering process has resulted in an enhancement of the customer experience, leading to improved satisfaction and loyalty.
- The continuous human presence in McDonald's affirms the complexity of creative careers and the likelihood that these will not be fully automated.
- The shift in job nature at McDonald's suggests those intrigued by graphic design, UI, UX, and the art of logo and layout could find exciting careers in a tech-driven business landscape.
- As a result, the implementation of kiosks at McDonald's provides a compelling example for the effective integration of technology, targeting growth in both sales and job opportunities across various sectors.
