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    Chapter 2: Ipad Menus at Mcdonald'S

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    David Businelli

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    © All Rights Reserved
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    Chapter 2: Ipad Menus at Mcdonald'S

    Uploaded by

    David Businelli
    23 views2 pages

    Original Title

    CH02-CASE

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    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    23 views2 pages

    Chapter 2: Ipad Menus at Mcdonald'S

    Uploaded by

    David Businelli

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    Chapter 2: iPad Menus at McDonald’s

    As you get settled in your office for another customize them to their tastes, and then
    day of work at WizConsult, the consulting submit it. When their numbers are called,
    firm you have recently joined, you sip your guests could then pay for and pick up their
    morning coffee and start your computer. orders as they normally would.
    Surprisingly for this early hour, your boss Such iPad menus are becoming popular in
    walks in and asks you to follow him restaurants around the world, such as Mundo
    immediately. You take one last sip of your Global Tapas in Australia or Stacked in
    coffee and go. Your boss is on the phone with Torrance, California, and the approach that
    a large McDonald’s franchisee who operates McDonald’s is considering is very similar to
    42 restaurants in the upstate New York area. the one introduced by Delta Airlines in its
    They quickly bring you up to speed: terminals at JFK and Minneapolis airports.
    McDonald’s has been quietly evaluating Coincidentally, you were at JFK last week
    whether to join the iPad bandwagon. The (Figure 2.1)! At these restaurants, patrons sit
    corporate office is investigating the option of down and use one of hundreds devices to
    rolling out iPad-based menus that would order directly from a graphically pleasing and
    allow patrons to walk in and immediately sit interactive menu. As they wait for their food
    at a table and then order using the device to be delivered, they can play games, check
    available at the table. They could place orders, flight information, read the news, and surf the

    Figure 2.1 iPads available for ordering and surfing in concourse G at the Minneapolis airport
    (Photo by Andrea Pokrzywinski / CC BY 2.0)

    5
    web. As Rick Blatstein, the chief executive right on the iPad, and therefore increase their
    officer (CEO) of OTG, the management consumption.” The program seems to be
    company behind the concept, put it, “We are gaining strong support at corporate, but your
    giving travelers a one-of-a-kind experience. client, the franchisee, has heard mixed
    […] By combining cuisine with innovative feedback on the idea from his fellow
    seating and ordering technology, we are franchisees attending a recent conference. He
    offering a truly unique airport travel does not want to miss out on making extra
    experience.” 1 revenue, as every bit helps. However, he does
    Your client explains that McDonald’s not want to waste money on the latest high-
    doesn’t expect to earn money initially from tech gizmo just for the sake of staying on
    this service. He quotes a conversation he had trend.
    with Ron Jonson, president of McDonald’s As a knowledgeable and enthusiastic early
    Northeast Division: “What we’re banking on adopter of technology, you are now on the hot
    is that more customers will visit McDonald’s. seat as your boss and the franchisee turn to
    Moreover, your customers may stay longer as you for a recommendation.
    they can surf the Internet and read the news

    Discussion Questions
    1. Drawing on your own experience at JFK airport last week, do you think that iPad menus
    will work well at McDonald’s restaurants? Justify your answer.
    2. Given your answer to Question 1, can you see exceptions or do you believe your answer
    applies to all restaurants? What about McDonald’s restaurants in other countries?
    3. What do you suggest WizConsult’s client should do tomorrow?

    1
    Robbins, K. (2010), At JFK airport eateries, iPad will be your http://www.delish.com/food/recalls-reviews/at-jfk-airport-eateries-
    server, Delish, retrieved June 6, 2011, from ipad-will-be-your-server/

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