Feel old
Maybe it’s due to starting to feel like I'm getting old that I dislike the self service screens in McDonalds or maybe it's because it's killing my nostalgia. We can all agree McDonalds isn't the healthiest of meals but, for me at least, it has become part of my Pop Culture of the 80s and 90s, despite eating it less than I used to (I feel dirty after I've eaten one now so rarely do). It was everywhere back then while growing up, seemed like a magical place, you could have your parties there, you could get place mats for home, Ronald McDonald was still fucking creepy. It popped up in all the movies, in Santa Clause the movie with its shameful product placement (I still don't care, I still like that bit with the homeless kid looking in longing for a McDonalds). We have the film Falling Down with its store like McDonalds with the, now, old style way of serving.
But now, we have these self service screens that are fucking unresponsive. I used them once when they were new and took ages to find stuff and the screens were, as I said, unresponsive. I would then wait for my food. What's this? There is now just a big queue of people waiting for food. The orders have all been taken but there is a big queue for the food. This can't be right.
I then sat down and watched The Founder, while eating a McDonalds (it had to be done). I winced at first thinking it was a shameless advert for McDonalds, then realised it wasn't. How much of an arsehole Ray Kroc appeared to be (not sure how accurate the film was). It was really interesting hearing how the McDonald Brothers invented the fast food kitchen. It worked well it would seem. But now we live in a digital age. If someone can make self service they will. Cuts down on cost, they make more profit, you get no benefit of cheaper products despite having to now serve yourself. One of the few benefits is not having to talk to the person on the till and them not getting the order wrong. However, watching this all happen I started to see more and more people queuing for their orders.
How is this helping I thought, how is this making service faster? It’s clearly not. They’ve changed the counters as well and the production bin. If you have a problem with your order no one is looking at you anymore. They all have their back to you, looking at the order screen and the new laid out production bin/shoot. It all looks so different, where has my childhood gone! Why is it all rushing away from me….anyway! I thought it was me being a moaning fuck, not understand the change. But no, it appears staff at McDonalds, especially in the kitchen, also hate the self service screens.
And here’s the reason why. They have said, if you want your meal quick, go to the one till that is still serviced by a human. When you get served by a human, your order gets sent to the kitchen in real time. Order a cheeseburger, it starts being made before you order the next item. However, order it from the self service screens, your order doesn’t end up at the kitchen until you’ve paid for it. This annoys the kitchen staff because they then get a big order all at once and have said a lot of the kitchens aren’t being upgraded to compensate with how many orders come in from the self service screen. Which is why you end up with a large group of people waiting for food. Order a coffee from the self service at the same time a family hit pay for their massive order. You end up having to wait for their massive order to be finished before your coffee is made, so its always quicker to go to the human till.
A long post just because.