Aside from possibly missing the mark on how much their customers are willing to pay for a burger, according to Hayley Peterson in the Business Insider, McDonald's turnaround strategy has one key problem: customers can only order food from the "Create Your Taste" kiosks by walking inside its restaurants. That's a real problem when McDonald's gets as much as 70% of its sales from the drive-through. So given the cost of the new technology for each franchise of between $120,000 and $160,000, will there be any payoffs, and will the franchise owners be able to recoup those sunk costs for the kiosks? It's quite a price for technology that will only be available to a fraction of its customers. McDonald's certainly believes the pricey kiosks will reap rewards as more and more customers are looking for menu customization at restaurants. But is that what a typical McDonald's customer is looking for? Especially when the vast majority of their customers are using the drive through, which implies they want their fast-food FAST.
According to Darren Tristano, Executive Vice President at Technomic, "the danger is in moving away from what made McDonald's successful in the first place: speed of service and affordability." I couldn't agree more.
Peterson, Hayley (2015). McDonald's Turnaround Strategy Has One Major Flaw, Business Insider, August 25, 2015.