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com/sites/default/files/uploadedFiles/Kendall_Hunt/Content/Higher_Education/
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Theory
The study cited by Parasuraman et al’s (1988) that develop a gap analysis model to measure the
influence of service quality based on the integrated view of consumer-company relationship. This model
provides five generic dimensions of service quality.
If you are one of those people who dread long queues in fast food chains, then this might be the one
for you.
McDonald’s Philippines has introduced a new innovation in its branches which will let its customers
order their food faster with minimal human interaction.
McDonald’s has installed its self-service kiosks which are basically big touchscreen devices that will
let customers tap their orders without the help of a cashier or server.
Part of the fast food chain’s modernization project called NXTGEN, the kiosks are a “digitized
alternatives to order and pay for their McDonald’s favorites” and will “provide a more seamless
transaction process”.
The machines will accept Mastercard and Visa card payments, but customers who don’t have cards
can still pay using cash by proceeding to the counter.
Aside from the self-service machines, the said program will also introduce new interiors with
atmospheric lighting.
McDonald’s NXTGEN stores are found at McKinley West (Taguig), Madison (San Juan), Kapitolyo
(Pasig), Robinson’s Galleria (Pasig), and Pioneer Reliance (Pasig).
Digital tech has begun to take over McDonald’s stores in the Philippines,
through cashless payment systems and self-ordering kiosks. Does this mean machines
will be replacing service personnel?
On the contrary, says Margot Torres, McDonald’s Philippines managing director, as
the new store format—called NxtGen—will feature multi-point ordering, which
increases restaurants’ capacity to serve customers.
If a customer still prefers to pay in cash, he or she may still use the kiosk and just
proceed to the regular cash counter to pay.
For the tech-challenged, McDonald’s crew are on hand to guide customers through
the new ordering system.
NxtGen stores also feature split counters, wherein one area is dedicated to ordering
and payments, and the other to releasing/claiming of customer’s orders.
Interiors have also been redone, with “modernized” menu boards, neutral tones, and
atmospheric lighting.
These changes are all part of McDonald’s Philippines’ strategic investment as the
brand continues to grow, says Kenneth Yang, McDonald’s Philippines president and
CEO.
The company projects that by next year, 10 percent of its stores will be converted into
the NxtGen format; and by 2021, 70 percent.
By the end of this year, McDonald’s will have 620 restaurants all over the country.
All branches will eventually follow the NxtGen format.
“Beyond just expanding our footprint, continuing to elevate the customer experience
through convenience enhancements is our priority. This is the true essence of
McDonald’s NxtGen—it is about evolving with our customers and thriving in this
experience economy,” says Torres.
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McDonald's franchised restaurants are owned and operated under various structures,
including conventional franchise, developmental license or affiliate. The Company is
primarily a franchisor. Under a conventional franchise arrangement, the Company owns
the land and building or secures a long-term lease for the restaurant location and the
franchisee pays for equipment, signs, seating and decor.
The U.S. segment focuses on offering a platform for authentic ingredients that allows
customers to customize their sandwiches. Its High Growth Markets segment includes its
operations in markets, such as China, Italy, Korea, Poland, Russia, Spain, Switzerland,
the Netherlands and related markets. The International Lead markets segment includes
the Company's operations in various markets, such as Australia, Canada, France,
Germany, the United Kingdom and related markets. McDonald's High Growth markets
are focused on creating customer excitement through menu, promotions and value, and
implementing a digital strategy with specific mobile solutions and actions. The
Foundational markets and Corporate segment is engaged in operating restaurants and
increasing convenience to customers, including through drive-thru and delivery.
McDonald's menu includes hamburgers and cheeseburgers, Big Mac, Quarter Pounder
with Cheese, Filet-O-Fish, several chicken sandwiches, Chicken McNuggets, wraps,
French fries, salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve cones,
pies, soft drinks, coffee, McCafe beverages and other beverages. In addition, the
restaurants sell a range of other products during limited-time promotions. McDonald's
restaurants in the United States and many international markets offer a full or limited
breakfast menu. Breakfast offerings may include Egg McMuffin, Sausage McMuffin with
Egg, McGriddles, biscuit and bagel sandwiches, and hotcakes.