The $2.1 Billion McDonald's Machine

McDonald's uses Self Order Terminals in almost all of their restaurants now. Turns out these terminals are likely making them a lot of money.

The estimated $2 billion profit from SOTs is based on a supposed 15% profit increase at McDonald’s Germany. When this figure is conservatively extrapolated to the chain’s global operations over the past few years, it suggests a significant increase in overall profit, potentially reaching billions. McDonald’s annual profit is approximately $13-14 billion.

Sources:

Music

Epidemic Sound:

Alec Slayne - The Search for More
Alec Slayne - Under Purple Skies
Charles Holme - Change by Reversal
Charles Holme - Dark Dripping
Charles Holme - Tarnishing Memories
Christoffer Moe Ditlevsen - Cloak
Christoffer Moe Ditlevsen - Infiltrator
Dream Cave - Confidentiality
Dream Cave - Dead Alley
Dream Cave - Natural Inclination
Dream Cave - Silent Witness
Fredrik Ekstrom - Devils On The Doorstep 1
Silver Maple - Impasse

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Armchair documentaries, almost weekly

[gregpaul]

2.1 billion and that machine still wont print my receipt every time i use it lmao

[magicvibrations]

I actually find myself ordering less food at these screens. When I'm face to face with an employee, I want to order as quickly and concisely as possible to not cause confusion or waste their time. When I'm at the screen, I can play around by adding or removing things from my order, and do the math on what upgrades are worth the price, etc.

[MrStosh]

If this video came out 30 seconds sooner, it would’ve saved me $5.50 because I just bought two sausage egg McMuffins and only really needed one dammit

[spookyu]

As a former McDonald's manager, yes we were aware from the first introduction of these machines that the average order size was much higher. People are more willing to indulge in their gluttony without the shame of having to face the judgment (whether perceived or real) of a human. Also just being able to browse through the menu at your own pace causes you to order more food you don't actually want since you're not being rushed to make a decision. This is also why the McDonald's app and ubereats / skip is pushed so much. Ubereats orders were always much larger than orders placed at the counter.

[Ricoche]

FERN really knows about dark patterns and even implemented one while showing the ad. Here is what he did:
1. He doesn't say "This video is sponsored by" Or anything similar when the ad starts.
2. The ad progress bar and badge don't start when the ad starts so someone who notices a change of content will keep focusing on the video thinking it's part of the content.
3. Even when the badges show they are inconspicuously subtle and small. Like how small "close ad" buttons are.

[JoeyClover]

I was like “why is he talking about this watch so much” and it took me a minute to realise it was an ad lmao

[tuxxut]

4:12
wording:
- "yes" is positively attributed whereas "no" has a negative touch.
- on consumers perspective, "only" suggests that youre missing out on something. Very negatively attributed.
- "Make it a meal?" suggests that the individual burger cant satisfy your hunger.
spacing:
- the individual burger is centered instead of tucked to the writing leaving wide open spaces, which suggests that the burger is lonely, and needs some friends. It also appears smaller.
writing:
- price is tiny.
- 2 rows look cleaner than 3.

[distractionbucket]

I think the other benefit to McDonalds that's not mentioned in the video is that it moves the wait time until after you've already committed to buying from them. Under the old counter system you could walk in, see the queue, and decide if you wanted to wait that long or go somewhere else. With the terminals, you walk in, see an available terminal by the door, order, and then go to the counter where you get a sense of how long you'll be waiting. It's moves one of the "obstacles" to ordering (the queue) until after you've paid, so you're not considering it in the decision making process.

[tvz_luigi]

I walk in, get my 20 chicken nuggets, medium fries, and have to waste 30 seconds saying "no I don't want to give you more money"

[Ramsey_Pahl]

I saw the title and thought it would be the ice cream machine 😭😭😭

[MeowTow]

Me only having $10: "Yep can't afford that. Can't afford that one either. Okay I can only afford these. Perfect."

[Phoca_Vitulina]

As a UX/UI designer, I know all these things already, but it's still nice to see people informing the public of dark patterns. There are of course, good patterns too in digital interfaces, it's just about morals and trying to advocate for the user and defend them vs letting the business take advantage of them

[MansoEvents]

I'll have two number 9s, a number 9 large, a number 6 with extra dip, a number 7, two number 45s, one with cheese, and a large soda ~ Big smoke

[richardmillhousenixon]

One good thing about fast food is that I know exactly what I want when I walk in the door, regardless of which restaurant in the chain I'm going to. It's not often that I change my order, and I know that what I get will be what I can eat

[cartographic.]

that sponsor transition was the smoothest thing ever i didn't even realise it was an ad

[trwray]

10:19 I'm glad this point was made in the video because the comments section is quite literally filled with people giving their anecdotal "not me!"

[MacCrunch]

It's interesting to learn about the psychological tricks being employed behind the scenes. It really shows how design can nudge us into spending more without us realizing it at first glance.

[_blanding]

Would like to point out that here in the UK, the offer to pay in cash is hidden and only accessible when you decline to pay in card. You physically have to click cancel to choose to pay at counter.

[LostProxyNevermore]

“people are unintentionally ordering way too much fast food and going over the daily calorie count”

Me who is currently underweight: “ I see this as an absolute win”-

[RobbinRams]

never seen such a shady ad taking me out of the video as this video