October 1, 2014
Dual-Point: You're Doing It Wrong
I recently had the opportunity to visit 10 McDonald’s stores owned by the
same Operator. Seven of the stores had dual-point ordering, three did not.
As stated before, I’m a big fan of Dual-Point even if all it does is to make
the customer feel better about the process.
Applying my decades of operations experience with my recent experience
as a QSR customer I can make no sense out of the change to only giving the
customer their drink cup when the food is available. Who thinks it’s a good
idea to force the customer to waste that 3 or 4 minutes they’ll wait for
their food? And then they have to carry their food over to the drink station
where there’s really no place to the set their tray or bag while drawing
Dual-Point has eliminated some confusion at the front counter but at the same
time created a bottle-neck at the drink station. Unfortunately the customer
bears the inconvenience and no one behind the counter or in Oak Brook is
concerned. Speaking as your customer, I hate waiting for my food and getting
my drink eats up some time. I’ve already paid for that cup and I want it now!
Can anyone offer a reason this makes sense in the kitchen? Because from my
side of the counter it makes no sense at all.