McDonald’s tactics are not enough

Here’s another one of McDonald’s tactics that is an exercise in sheer stupidity.

McDonald’s, the fast-food king of the world, is instituting kiosks for ordering and initiating tableside service.

Let me write that again. Tableside service at McDonald’s.

McDonald's tactics
McDonald’s tactics are just that. They don’t fix the main problem.

You’ve got to be kidding me.

What I want most from a McDonald’s is somebody waiting on me as they serve me crap food. What’s wrong with the current system? We order food, get it and eat it. Simple and easy. The industry is called fast food, after all.

Also, for most people, the drive-thru is the main source of delivery, so this is just a stunt. McDonald’s does not typify a dining experience. And it never will.

McDonald’s tactics do nothing to help the brand.

What’s more, this absurd new process is anything but simple: “The company said once people order at one of the stations — sleek, vertical touchscreens — they will get a digital location device and can take a seat. When their burgers and fries are ready, the technology will guide a server to the table to deliver the food with a big smile and a thank you,” according to The New York Times.

I can see that happening swimmingly, can’t you?

In my humble opinion, McDonalds had nothing to fix but it’s brand. But it is so darn nervous about losing share in the fast food industry that it is willing to try anything.

But these superficial changes are just tactics. The real problem here is that the fast food industry is under fire. Less and less of us want to plow our faces with garbage food. We want a semblance of health in our lives. Something that isn’t McDonald’s.

I’m sorry, that mindset won’t change because of a kiosk and a phony smile serving a pile of grease.