OPTIMIZING CUSTOMER SERVICE THROUGH TECHNOLOGY INTEGRATION: THE ANALYSIS OF MCDONALD’S ORDERING EFFICIENCY AT MONTALBAN TOWN CENTER BRANCH

Abstract

This study examines the integration of technology at McDonald's Montalban Town Center branch to enhance ordering efficiency in the fast-food industry. In an era marked by rapid technological advancements, improving customer service, particularly in sectors like fast food, is crucial. McDonald's, a global leader in the industry, consistently refines its customer service, as exemplified by its Montalban branch. This research addresses a gap in existing literature by analyzing the specific ordering process at this location, aiming to identify areas for improvement and propose strategies for efficiency enhancement.​  McDonald's has been proactive in adopting technology to streamline operations and enhance customer experience. The company plans to implement artificial intelligence (AI) across its 43,000 locations globally, including AI-enabled drive-throughs and smart kitchen equipment, to speed up service and improve order accuracy. Utilizing Google Cloud's edge computing for real-time data processing, these upgrades aim to alleviate stress on employees and enhance the overall customer experience. This study employs a quantitative descriptive research design, utilizing interviews, observations, and questionnaire checklists for data collection. A cross-sectional approach is adopted, sampling 100 customers from McDonald's Montalban Town Center branch through systematic sampling. A self-designed questionnaire is structured into sections focusing on demographic information, assessment of technology integration, current ordering efficiency levels, and proposed operational plans. The questionnaire undergoes rigorous construction, validation, and testing to ensure reliability and accuracy. This study employs a quantitative descriptive research design, utilizing interviews, observations, and questionnaire checklists for data collection. A cross-sectional approach is adopted, sampling 100 customers from McDonald's Montalban Town Center branch through systematic sampling. The self-designed questionnaire is structured into sections focusing on demographic information, assessment of technology integration, current ordering efficiency levels, and proposed operational plans. The questionnaire undergoes rigorous construction, validation, and testing to ensure reliability and accuracy. Implementing technology in fast-food establishments offers significant benefits, including enhanced ordering efficiency, improved service quality, and increased customer satisfaction. To maximize these advantages, it is essential to focus on several key areas:​  Enhancing User Experience  Integrating user-friendly technologies, such as self-order kiosks and mobile app ordering, streamlines the ordering process and reduces wait times. For instance, McDonald's has introduced AI-enabled drive-thru and digital menu boards to enhance customer experience and operational efficiency.