Recent technology enhancements by White Castle and McDonald’s show that even traditional quick-service burger chains are considering letting patrons customize their orders.
Last month, White Castle added two touch-screen ordering kiosks at a renovated restaurant in its hometown of Columbus, Ohio. It is the only restaurant in the family-owned, 406-unit chain to feature the kiosks, which are part of a pilot project. The large screens allow customers to order their burgers exactly as they like them in the privacy of the kiosk area, says White Castle vice president Jamie Richardson.
“I don’t necessarily want to have 12 people around me when I am ordering. There is an intimacy and privacy about how we enjoy food,” Richardson says. “The kiosk system allows customers to tailor to their tastes—they can ask for more pickle or less onion, for example—in their own space.” Read More