McDonalds 2000 Annual Report Download - page 22

20 Smile
Creating smiles through
innovation
Since 1955, when we essentially
redefined the preparation and
delivery of a meal, McDonald’s
has grown the business through
innovation. Now, we are tapping
into technology to enhance our customers’
experiences by making McDonald’s more fun,
to help them stay connected, to improve service
and convenience, and to expand the Brand.
For instance, McMagination and Kidzpace,
recreation areas that feature electronic games for
teenagers as well as younger children, are now
options available to our U.S. restaurants. We
also are offering customers limited-time Internet
access at a number of our restaurants in Latin
America.
Another use of technology is geared towards
eliminating routine tasks, so our restaurant staffs
can spend more time on service. For example,
by expanding the use of inventory management
systems to electronically monitor product usage
and place orders, we are eliminating time-con-
suming reporting and reordering tasks, while
ensuring optimal supply levels at all times. We
also are expanding the use of automated bever-
age dispensers, which pour drinks while sales
are entered into the cash register.
We also are employing technology to enhance
the convenience of a visit to McDonald’s. One
way we are doing this is through an interactive
website—www.mcdonalds.com—where cus-
tomers and job seekers can get directions to the
closest McDonald’s restaurant from any address
in the U.S. and the U.K.
In addition, we are exploring alternative pay-
ment methods to speed service and build higher
average checks, while making visits to McDonald’s
more convenient. At a number of our U.S. restau-
rants, customers can pay for their food with small
electronic devices placed on car windshields or
key chains. And, at many McDonald’s restaurants
in Australia, Denmark, France, Germany, New
Zealand and a number of other countries,
customers can pay by swiping their debit/credit
cards through an electronic card reader. In some
cases, they can even get cash back.
Of course, innovation does not always involve
technology. Take, for instance, McCafé—an
innovative specialty coffee and gourmet dessert
concept that is driving incremental sales during
off-peak hours. Incorporated into traditional
McDonald’s restaurants, they have a distinct
European atmosphere that is unpretentious,
vibrant and energetic. A success in Australia,
where our people originally developed the
concept, we currently are operating more than
300 McCafés in over 15 countries, including
Argentina, Italy and Portugal.
Clearly, we are working on many fronts to make
each and every customer feel special on every
visit to McDonald’s. We recognize this is an
ambitious goal. Yet, when we achieve it, we will
also achieve enduring profitable growth for the
McDonald’s System and our shareholders.
Indeed, our goal is also our reward!
there is nothing
New technology
creates new
opportunities,
and we are tapping
into technology
to enhance our
customers’
experiences.
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