• by Todd Wasserman , Staff Writer, May 30, 2023

McDonald’s and Chick-fil-A’s apps are now using location tracking to give the kitchen time to start preparing your order when you’re getting close to the restaurant.

The apps take advantage of geofencing, using GPS or RFID technology to create a virtual geographic boundary. In addition, Chick-fil-A’s app now estimates how long the order will take, with Chick-fil-A claiming the estimates are “pretty accurate.”

McDonald’s added geofencing to its app in March. “We’re creating an even more personalized and convenient experience when our customers order digitally, enabling us to serve up relevant offers, make them feel more connected to McDonald’s and increase visits and engagement,” the company said in a January press release.

The feature on McDonald’s app is called “Ready on Arrival.” During its Q1 2023 earnings call, McDonald’s CFO Ian Borden said that initial data showed that the location-tracking feature is improving wait times and increasing customer satisfaction.

"By timing a customer’s arrival with their order, we can ensure they’re getting a meal that is both fresh and served quickly," Morgan Anderer, senior project lead on the customer digital xxperience team at Chick-fil-A, told Fox Business.

 

 

 

 

 

 

 

 

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