Later this year, McDonald’s will roll out a new feature allowing customers to order food directly from their smartphone. The move is apparently in an effort to “win back” customers lost to rivals, some of which already offer a mobile component.
According to Chris Kempczinski, president of McDonald’s USA, the company has seen a steep decline in foot traffic for four years running, which has prompted the company to explore new ways to attract customers. The “mobile order-and-pay” feature is expected to be available at 14,000 McDonald’s restaurants across the U.S. later this year.
When the feature is live, mobile order-and-pay will also offer curbside pickup, allowing users to forgo the drive-thru completely.
The move comes on the heels of a separate announcement McDonald’s made late last year, which said it will start offering “pay-by-phone” in early 2017 at restaurants in the U.S., Canada, Australia, and the UK.
Competitors have already adopted mobile pay
Starbucks, Chipotle, Wendy’s, and Taco Bell are just a few competitors that have adopted mobile pay features, a play aimed at convenience in the smartphone age.
Soon, you’ll be able to do the same when you want your Big Mac fix and skip the long lunch line in the process.