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McDonald's Just Announced It's Completely Changing the Customer Experience
ZDNet ^ | Chris Matysczyk

Posted on 11/10/2021 12:01:21 PM PST by be-baw

You know the way the world is going because you're happy it's happening.

Out with the old ways of doing things -- going to work at an office, for example -- and in with doing your own thing. All the time, anywhere.

I sense McDonald's understands this.

It seems to have realized that people coming to work at its restaurants, greeting you as they take your order at the drive-thru and then quickly cooking your food is an outmoded concept.

Instead, how about machines doing it all faster than humans ever could?

Well, here's a little announcement the global burger chain made last week. McDonald's is now getting together with a very, very famous name in tech in order to make the drive-thru more robotic and therefore more crowd-pleasing.

You may remember that McDonald's was testing robot order-taking at its drive-thru in Chicago earlier this year.

A customer experience video showed how glorious it is to be greeted by one of Siri's many cousins. You could tell she was really, um, loving it.

This was just an experiment, right? They couldn't possibly be serious. Could they?

Well, now McDonald's seems ready to expand this test to further-flung parts of our great nation. Ray, the old ways are just a load of Kroc these days.

Oh, I almost forgot to mention the very famous tech name with which McDonald's will now partner.

It's IBM.

Yes, the IBM at which a Steve Jobs emissary once threw a large hammer in a famous ad. The IBM that used to be called Big Blue and now seems to be Big Intimidator of Little Companies.

Well, McDonald's has just sold IBM its McD Tech Labs -- the engineers that are formerly known as Apprente -- so that IBM can take on the robot-driven drive-thru dream.

As CNBC reported, McDonald's CEO Chris Kempczinski is delighted with how the robot-ordering drive-thru tests have gone. They apparently benefited customers and the remaining staff who still come to work at McDonald's.

Kempczinski offered: "In my mind, IBM is the ideal partner for McDonald's, given their expertise in building AI-powered customer care solutions and voice recognition." He added that the work now required is "beyond the scale of our core competencies."

Did you ever think your burger would come courtesy of IBM's Watson and friends? Of course you did. You've dreamed about this moment. The robots will never get it wrong. The robots will always be quicker. And the robots will enhance your emotional relationship with the brand.

That's what AI does. It strives for perfection so that you can offer it uncontrolled love.

Who needs a personal relationship when you can get your Big Mac thirty seconds faster?

Ultimately, of course McDonald's is making a wise business decision. If speed is what's required, the robots will surely provide it. Even if many of them still don't always grasp such nuances as an accent. (Don't worry, IBM is working on that.)

And it isn't just about speed. Just think of how much more personal data may be collected as the AI begins to learn who you are and what you really, really like. 

But please don't worry about that. The companies insist: "IBM and McDonald's are both committed to adopting AI responsibly by embedding ethical principles into AI applications and processes to build systems based on trust and transparency."

Having seen the AI ordering in action, I'm still not sure how tolerant I'll be of its essential inhumanity.

But perhaps the people I feel most sorry for are the employees of McD Tech Labs. Now they'll be working for the IBM Cloud & Cognitive Software division.

It doesn't sound quite as cool, does it?


TOPICS: Culture/Society; News/Current Events
KEYWORDS: ai; apprente; autonomy; bigblue; chicago; chriskempczinsk; ibm; illinois; mcdonalds; mcdtechlabs; riseoftherobots
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To: be-baw
Big deal. The burgers will still be dry.

True, but now they might be spit deficient...

61 posted on 11/10/2021 12:58:09 PM PST by null and void (The Washington DC Swamp, Where Bottom Feeders Are Apex Predators!)
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To: be-baw

Hmmm...
For a moment, until reading further, I thought that McDonalds had decided to use actual beef in its hamburgers...


62 posted on 11/10/2021 12:59:27 PM PST by SuperLuminal (Where is another Sam Adams now that we desperately need him?)
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To: dfwgator

“Would you like EXTRA BIG ASS FRIES?”


63 posted on 11/10/2021 12:59:54 PM PST by rarestia (“A nation which can prefer disgrace to danger is prepared for a master, and deserves one.” -Hamilton)
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To: be-baw

Their burgers will taste even more like 96-column cards.


64 posted on 11/10/2021 1:01:35 PM PST by moovova (I'm dismayed that most of the world hates me for being non-vaxxed. Honest. No, really.)
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To: be-baw
Instead, how about machines doing it all faster than humans ever could?

Machines don't forget to wash their hands after using the bathroom, so that's a win right there.
65 posted on 11/10/2021 1:01:39 PM PST by AnotherUnixGeek
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To: Dick Whitman
Better IBM than BLM.

Speaking of witch, who will break up the BT-1000 fights in the restaurant?

66 posted on 11/10/2021 1:04:07 PM PST by null and void (The Washington DC Swamp, Where Bottom Feeders Are Apex Predators!)
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To: steve86
I'll admit that the breakfasts ARE pretty good and I indulge on occasion, but that isn't the time you see the long lines.
67 posted on 11/10/2021 1:05:56 PM PST by Vigilanteman (The politicized state destroys aspects of civil society, human kindness and private charity.)
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To: be-baw
When McDonald's used the excuse of the lockdown, to stop offering breakfast sandwiches all day, I stopped going there. Their breakfast sandwiches were the only thing I liked. The rest of their food is shit.

At the two McDonald's here, whenever I did order a 1/4 pounder and fries, or two hamburgers and fries...neither of them special orders, I always had to pull up and wait for the food. So what's the difference if I wait for their burgers and fries, or wait for a breakfast sandwich? I will never buy anything from them ever again.

68 posted on 11/10/2021 1:09:01 PM PST by mass55th ("Courage is being scared to death, but saddling up anyway." ~~ John Wayne )
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To: Night Hides Not

For sure!!


69 posted on 11/10/2021 1:10:05 PM PST by SMARTY (Republics decline into democracies & democracies degenerate into despotisms. Aristotle)
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To: mass55th

Their crap is pure poison, anyway.


70 posted on 11/10/2021 1:10:19 PM PST by dfwgator (Endut! Hoch Hech!)
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To: Mathews
There are few things finer on the face of this planet that will make you feel so good as having an older, black, southern woman see your face and say, “Hey baby! How are you this morning?”

No further adjectives than southern woman required. Although southern lady might better describe the experience. Although, although the 'southern' part might well cover that base...

71 posted on 11/10/2021 1:10:24 PM PST by null and void (The Washington DC Swamp, Where Bottom Feeders Are Apex Predators!)
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To: be-baw

"Do you want fries with that? You have 10 seconds to reply... You have 9 seconds to reply..."

-PJ

72 posted on 11/10/2021 1:12:12 PM PST by Political Junkie Too ( * LAAP = Left-wing Activist Agitprop Press (formerly known as the MSM))
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To: be-baw
McDonald's Just Announced It's Completely Changing the Customer Experience

Higher quality food and not highway robbery prices?

73 posted on 11/10/2021 1:12:17 PM PST by 1Old Pro (Let's make crime illegal again!)
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To: knarf

[just TRY to ask to hold the pickles and hold the lettuce ....]

That’ll get you some ebonic sass and some spit and hair in your meal...


74 posted on 11/10/2021 1:12:52 PM PST by ObozoMustGo2012
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To: Night Hides Not
"I went to the local Domino’s last night, only to be told they only take online orders. No more Domino’s for me!"

That's nuts. I stopped using their online ordering, because their website won't process gift cards for me on either Safari, or Firefox. We have one Domino's here, so I call my order in every time. The guy told me it's better to call in to find out what their specials are, because they're not always the same as online. So whenever I want to redeem a gift card, I call the order in, and give him the card info verbally. You should write or call Domino's customer service and complain. Domino's has a phone app too, but I don't use apps on my iPhone for anything. I don't want that crap on my phone.

75 posted on 11/10/2021 1:13:59 PM PST by mass55th ("Courage is being scared to death, but saddling up anyway." ~~ John Wayne )
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To: null and void

Nope. 100% disagree.


76 posted on 11/10/2021 1:15:13 PM PST by Mathews (It's all gravy, baby!)
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To: Mathews

Someone’s got a lil’ crush know it or not lol


77 posted on 11/10/2021 1:18:18 PM PST by kelly4c
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To: A Navy Vet
I’m not surprised. With the incredible success of Amazon and other retailers copying, plus Covid lockdowns, it was inevitable the business models would change. You don’t even have to go to your local Liquor store for booze. DoorDash, UberEats, Grizzly bring your beer/liquor/food to your door.

About a month ago I started hearing extremely loud periodic drive-by scooter noises at all hours of the day. It didn't dawn on me what was going on until I saw the person in action. The driver had a huge cooler strapped to the back of the scooter. High tech still has to depend on low tech for last mile deliveries.

78 posted on 11/10/2021 1:18:28 PM PST by EVO X ( )
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To: kelly4c

Nah... she’s just a sweet old soul who gives me joy every time I get a chance to speak with her.


79 posted on 11/10/2021 1:21:12 PM PST by Mathews (It's all gravy, baby!)
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To: NicoDon

Lotus Notes Will somehow endure.


80 posted on 11/10/2021 1:23:51 PM PST by wally_bert (I cannot be sure for certain, but in my personal opinion I am certain that I am not sure.)
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