Digital ordering is “increasingly important” at McDonald’s, according to CSP’s sister publication Restaurant Business. The Chicago-based burger behemoth has added a litany of consumer-facing technologies in recent years, including digital kiosks inside its U.S. restaurants and artificial intelligence at its drive-thrus.
Additionally, the company in 2019 bought two tech companies: Dynamic Yield and Apprente. It has also embraced third-party delivery by partnering with Uber Eats and DoorDash.
The chain continues to keep an eye on innovating. It recently created a new position of chief digital customer engagement officer, reporting directly to CEO Chris Kempczinski, to drive future digital development.