Comment by yodon
21 hours ago
Not directly related, but does anyone know why McDonald's moved away from the "number 1", "number 2", "number 3" ordering style they developed, which significantly reduced the amount of time a typical customer takes to place their order (enabling more turns at the register/ordering screen without preventing customers from making non-numeric-based orders) and moved to their current in-store signage which feels almost explicitly designed to increase order time and customer cognitive load at the register? The main screens over the register offer the eyes no structural guidance on how to scan the contents, so every word and line has to be read individually. The clutter around the words makes recognition more difficult. The sequencing of content on and off of the screens means the desired information is frequently not visible at all and the customer is forced to wait for it to rotate back into visibility.
Upsell opportunity. Remember the number ordering was originally for “extra value meals” that purported to save via bundling. Over the decades the perception of value was lost, hence the move to à la cart, luring consumers with more variety.
Makes sense, but I still don't understand why the signage behind the registers is so seemingly incompetently designed.