I saw something interesting at McDonald’s the other day. Those kiosks they’ve got everywhere now? They’re changing how people buy food.
These things are upselling like crazy. They handle tons of customers without getting tired. And they even make every order feel personal.
It got me thinking about our Service Drives and how we’re trying to do the same things every day.
McDonald’s isn’t just replacing workers with screens. They’re changing how customers think and buy. And it’s working.
We’ll look at how these tactics can work in Fixed Ops. Not to get rid of our people, but to make them better.
The McDonald’s Kiosk Revolution
If you’ve been to a McDonald’s recently, you’ve probably noticed the life-sized iPads replacing cashiers. These kiosks are more than just a way to cut labor costs – they’re transforming the entire customer experience.
Here’s what’s fascinating:
- Customer Experience: Surprisingly, most people don’t dislike the kiosks. They’re intuitive and easy to use (although my parents, who are in their 70s, feel a bit intimidated by them).
- Increased Sales: The kiosks have dramatically increased average sales per customer. How? Through clever psychology and design.
- Upselling Magic: The kiosks present options in a way that encourages customers to buy more. They’re selling more desserts, more nuggets as add-ons, and more super-sized meals than ever before.
- Smart Design: The total price is placed at the bottom of the screen, near your waist, making it less noticeable. When you’re ready to pay, the price isn’t even shown – just options for card or cash (with cash in smaller text).
- Gamification: They’ve added fun elements like confetti animations when you add items, similar to Instagram likes.
- AI Learning: The system uses AI to learn customer behaviors, allowing McDonald’s to split test what works best at different times.
- Dynamic Pricing: Some restaurants are even experimenting with changing prices based on demand – higher during peak times, lower during slow periods.
What This Means for Service Departments
Now, you might be thinking, “Chris, what does this have to do with my Service Department?” Well, quite a lot, actually.
- Consistency is Key: It’s incredibly hard to get a group of humans to do anything consistently enough to gather meaningful data. Kiosks solve this problem.
- Unlimited Capacity: Unlike Service Advisors, who start taking shortcuts after about 14 customers a day, kiosks can handle unlimited volume without fatigue.
- Perfect Accuracy: No more human errors in order-taking or data entry.
- Personalization at Scale: Imagine if your kiosk could access a customer’s complete service history and make personalized recommendations.
- Dynamic Pricing Opportunities: Could we adjust our labor rates based on demand? It’s worth considering.
The Human Touch: Still Irreplaceable
Now, I’m not suggesting we replace all our Advisors with kiosks. The human touch is still crucial in our industry. What I am suggesting is that we learn from this technology to enhance our Service Drive operations.
I remember when I was writing service and dealing with those leaky Subaru head gaskets. (Remember those?) I learned that showing beats telling every time. One simple change – walking customers to see the leak – and my closing ratio shot up to nearly 100%.
The lesson here? Don’t just accept the status quo. Always be testing, always be learning, always be improving.
Embracing Change
Whether you’re a Manager, Advisor, or Dealer, I challenge you to think about how you’ve evolved your approach. Are you stuck in a routine? What could you change to create better outcomes for your customers and your business?
Remember, in our industry, standing still is the same as moving backwards. The Service Departments that thrive will be the ones that embrace new technologies and ideas, using them to enhance – not replace – the human element that makes our industry special.
If you’re intrigued by these ideas and want to explore how you can implement AI-powered strategies in your own Service Department, we’d love to chat. Book a 15-minute strategy session with our team, and let’s discuss how we can future-proof your Dealership.
Remember, the drive to improve never stops. Keep learning, keep growing, and keep serving your customers to the best of your ability. Your success is our success, and we’re here to support you every step of the way.
