McDonald's Shakes up Food Ordering in Europe

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McDonald's Shakes up Food Ordering in Europe

05/17/2011
Louise Lucas from The Globe and Mail reports: McDonald’s Corp. is to change the way customers order its meals in Europe, partly replacing cashiers and the use of banknotes at its 7,000 fast-food restaurants in the region with touchscreen terminals and swipe cards.
 
“Ordering food has not changed for 30 or 40 years,” said Steve Easterbrook, president of McDonald’s Europe, in an interview with the Financial Times.
 
The move is part of the fast-food chain’s efforts to woo cash-strapped customers by making its restaurants more convenient and convivial. It is refurbishing stores, and introducing longer opening hours and new menus.