LONDON – A new partnership between McDonald's UK and SOTI, an enterprise mobility management expert, has led to providing customers with tablet computers, according to a press release. As part of McDonald's ambition to provide the “Experience of the Future” for its customers, it commissioned SOTI to supply the software for tablet computers to enable people to play games, use social media or browse the Web in their restaurants.
“The tablets form an important part of our new customer experience initiative, which is part of our overall ‘Experience of the Future’ program,” said Doug Baker, head of IT restaurant solutions and service at McDonald’s UK. “We pride ourselves on listening to our customers and trying to provide new and innovative experiences. Technology has an important role to play in all walks of life, including our customers' eating-out experience, so the changes we're making as part of [the] program bring us closer to the way people live their lives today. Innovations such as tablets help provide this experience and have been extremely popular with customers.”
Feedback from McDonald’s UK customers who have visited restaurants with the tablets show the project has been very popular. The Samsung Galaxy tablets have been fitted in restaurants owned by McDonald’s and franchisees. After a successful trial, which took place in 2015, the company is currently installing tablets in the majority of its UK restaurants.
“This initiative highlights the increasing trend toward retailers like McDonald’s utilizing modern technologies to provide differentiated, personalized customer experiences. Our partnership with McDonald's in the UK showcases an innovative, trend-setting approach to engaging customers through connected devices,” said Nassar Hussain, managing director Europe and South Africa at SOTI.
The McDonald's “Experience of the Future” program represents the biggest investment and operational change in its 41-year history in the United Kingdom. The changes embrace intuitive digital technology, introduce contemporary interior designs, and enable a more enjoyable and personalized experience for every customer.