McDonald’s has started testing its first fully automated branch in Fort Worth, Texas. The eatery requires zero human contact to order and pick up meals. According to a statement from the company, the pilot location is part of its “Accelerating the Arches” growth strategy, which is focused on improving customer experiences.
However, not everyone is happy with these changes. Advocates for workers’ rights and raising the national minimum wage took to Twitter, criticizing the release of the first automated McDonald’s drive-thru restaurant.
According to a video of the test site, customers are served their orders by a robotic arm at the drive-thru window, and an automatic screen inside the building allows customers to place orders without the need for human interaction.
In fact, there are no human cashiers in sight. Even the restaurant itself is smaller and has no seating, designed to serve the grab-and-go crowd, rather than sit-down diners.
Upon entry, digital tills take customer orders and robots push food through on conveyor belts in designated pick-up areas.
Customers can order through the drive-thru, the company’s mobile app, or the touch screen kiosks in-store.
A TikTok video showing the new automated location is going viral some say for the wrong reasons. As of this writing, the video has been viewed 1.3 million times.
“If you go inside, you’ll see that it’s like no other McDonald’s you’ve been to before. There’s one kiosk to order your food,” the TikToker explained. “You can go up front and pick up there. It’s designed for you to go in and out.”
However, in a separate video clip, on Foodie Munster‘s Instagram, the influencer says the restaurant is a takeaway and drive-thru-only test concept. He says you can order on the McDonald’s app in the drive-thru or order ahead. Customers that order ahead go through a separate lane that serves them via a conveyor belt. The scene is like something out of a hypercapitalist sci-fi world.
Foodie Munster’s only complaint: “Of course, I did have to unbuckle to reach over and grab my food.”
It doesn’t appear to be fully automated since you can see employees working behind the counter and in what appears to be the kitchen.
Of course, the reactions are pulling out all the common McDonald’s tropes turned memes.
“Finally, my order will be quick and accurate.”
Someone agreed: “Awesome. No more attitude at the counter.”
“Maybe my order will finally be right,” another said.
Another comment read: “Love it. No attitudes, crankiness, or incompetence, and as it moves to other parts of dining – no tips!”
However, some people felt that they’d prefer a human to interact with.
“And if they forget an item, who are you supposed to tell, the robot?” one person asked.
“No thanks. I love the people that work there,” another user wrote. “I want to hear voices and see faces. I want to see smiles at both windows.”
Watch the video below for more details:
Source: AWM