Marketing Currents - Business and Marketing Current Events

McDonald’s unveiled an automated store. Some consumers aren’t loving it.


McDonald’s new test restaurant near Fort Worth, Texas could be the future of fast-food operators: Instead of human workers handing you a bag at the drive-thru, an automatic conveyer belt brings your order to the window. 

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Discussion Questions:

  1. What is an automated store?
  2. Based on what you learned in this news story, describe McDonald’s new automated restaurant.
  3. Why do you think McDonald’s would want to open an automated restaurant?
  4. Why do you think McDonald’s only opened one automated restaurant?
  5. Why do businesses and brands test their products and services before rolling out national or international versions of those initiatives?
  6. What is the customer experience?
  7. How might the automation impact the customer experience?
  8. Why do you think some consumers aren’t loving the new automated concept?
  9. What do you personally think of the concept?
  10. In your opinion, is this the future of fast food and quick-serve restaurants? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.