McDonald's is trying to attract the lunch time crowd with its under-a-minute drive-thru offer.
Don’t get your meal within a minute and your next meal is free.
In a bid to increase traffic at their drive-thru lanes, 800 McDonald’s restaurants in Florida are handing out timers to their customers and guaranteeing that their delivery will be made in 60 seconds or less.
The marketing pitch is being tested during busy lunch hours on weekday orders between noon and 1pm until Aug 29, reported The Miami Herald.
For deliveries that take more than a minute, customers will receive a free lunch item for their next visit.
While fast food chains including McDonald’s have been frantically upping their breakfast game for growth over the last few years, the latest move from the burger giant may be a ploy to recapture the lunch hour crowd with the spectre of a fast – and potentially free – meal.
As Time magazine points out, drive-thru service has slowed down over the years. In a study published last year by QSR (quick service restaurants) magazine, McDonald’s averages 189 seconds. Wendy’s emerged the fastest at 133 seconds. Overall, the average drive-thru service at seven of the fast food chains studied had slowed by seven seconds.
Though the promotion may make customers happy, the move has been criticised for adding more pressure to fast food workers. – AFP Relaxnews
For the history of drive-through fast food restaurants, watch this documentary. (Length: 44 minutes)