Oh, you thought those touch-screen kiosks were installed in McDonald’s locations for your convenience? Silly consumer! Of course, the fast food chain would benefit far more than you, which is why it plans on releasing more of them to thousands of stores nationwide. If you haven’t seen them yet, you definitely will.
According to McDonald’s own CEO, Steve Easterbrook, the reason for the increase in kiosk use is simple: “What we are finding is when people dwell more, they tend to select more.” He followed up by admitting, “There is a little bit of an average check boost that comes with it.”