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Rory Sutherland
Tetragrammaton with Rick Rubin
The Impact of Ordering Screens on McDonald's Customer Preferences
Ordering on a screen at McDonald's results in a significant shift in customer preferences. Men are more likely to include two burgers in a single order when using a screen, revealing a preference that differs from face-to-face ordering. The screen removes the potential awkwardness of discussing multiple burgers and fries, leading to this change in behavior. The rapid rollout of ordering screens by fast food outlets indicates the lucrative impact of this technology on influencing customer orders.
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