McDonalds Using Picture-Based POS Screens To Boost Accuracy

Written by Evan Schuman
August 5th, 2007

McDonald’s is testing a POS unit that uses images to try and reduce the number of flawed orders.

This is indeed a concern for the fast-food leader because it has fared quite poorly in order accuracy, finishing 16th out of 25 restaurants this year and finishing 25th and 20th for accuracy the prior two years, according to this story in Chicago Business. The register, now in 10,000 of McDonald’s worldwide 32,000 restaurants, has a touch screen with large, colorful images of each menu item instead of small buttons with product abbreviations.

With an expanding menu and an increasing number of workers whose first language is not English, it will be easier to train employees with photos on the registers. McDonald’s CEO James Skinner is quoted as saying the new POS approach would improve accuracy 33 percent and allow restaurants to serve about a dozen more cars an hour.


3 Comments | Read McDonalds Using Picture-Based POS Screens To Boost Accuracy

  1. Vic Says:

    Hi. The pic seems to show a screen with buttons that have small abbreviations on them. Does the pic show the new register being rolled out, or is that the pic of the register that is being replaced?

  2. Evan Schuman Says:

    Answer From Editor: Neither. That’s a file photo of a POS screen that has a bit of color in it. It’s intended to depict a generic POS screen image to illustrate the story.

  3. Bob Amster Says:

    This is a perfect example of practiclity at work. Today we call it things like ergonomic design and human engineering. It always made sense, even when we didn’t have a fancy name for it.


StorefrontBacktalk delivers the latest retail technology news & analysis. Join more than 60,000 retail IT leaders who subscribe to our free weekly email. Sign up today!

Most Recent Comments

Why Did Gonzales Hackers Like European Cards So Much Better?

I am still unclear about the core point here-- why higher value of European cards. Supply and demand, yes, makes sense. But the fact that the cards were chip and pin (EMV) should make them less valuable because that demonstrably reduces the ability to use them fraudulently. Did the author mean that the chip and pin cards could be used in a country where EMV is not implemented--the US--and this mis-match make it easier to us them since the issuing banks may not have as robust anti-fraud controls as non-EMV banks because they assumed EMV would do the fraud prevention for them Read more...
Two possible reasons that I can think of and have seen in the past - 1) Cards issued by European banks when used online cross border don't usually support AVS checks. So, when a European card is used with a billing address that's in the US, an ecom merchant wouldn't necessarily know that the shipping zip code doesn't match the billing code. 2) Also, in offline chip countries the card determines whether or not a transaction is approved, not the issuer. In my experience, European issuers haven't developed the same checks on authorization requests as US issuers. So, these cards might be more valuable because they are more likely to get approved. Read more...
A smart card slot in terminals doesn't mean there is a reader or that the reader is activated. Then, activated reader or not, the U.S. processors don't have apps certified or ready to load into those terminals to accept and process smart card transactions just yet. Don't get your card(t) before the terminal (horse). Read more...
The marketplace does speak. More fraud capacity translates to higher value for the stolen data. Because nearly 100% of all US transactions are authorized online in real time, we have less fraud regardless of whether the card is Magstripe only or chip and PIn. Hence, $10 prices for US cards vs $25 for the European counterparts. Read more...
@David True. The European cards have both an EMV chip AND a mag stripe. Europeans may generally use the chip for their transactions, but the insecure stripe remains vulnerable to skimming, whether it be from a false front on an ATM or a dishonest waiter with a handheld skimmer. If their stripe is skimmed, the track data can still be cloned and used fraudulently in the United States. If European banks only detect fraud from 9-5 GMT, that might explain why American criminals prefer them over American bank issued cards, who have fraud detection in place 24x7. Read more...

Our apologies. Due to legal and security copyright issues, we can't facilitate the printing of Premium Content. If you absolutely need a hard copy, please contact customer service.