I bought fast food for a group of people last night. The menu pricing was significantly higher than ordering through the app, which also allowed me to attach a digital coupon.
The pricing within the app is what I would expect to pay, or what I believe is “fair” or “reasonable” for chicken nuggets, French fries, and cheeseburgers.
On the other hand, I have cut my fast food consumption by at least half over the last few years because the published menu prices have skyrocketed.
What possible benefit would a fast food restaurant derive from publishing high prices to the casual customer and drastically reducing them within the app?
They have to be realizing a net loss of customers with this model, right?
In: Economics
Simple, it gives increased efficiencies in the restaurant as you don’t have so many people queueing for a cashier.
It also increases repeat business. If you earn reward points by using the app that can be redeemed for food then it’ll encourage you to buy more per visit and visit more often.
I currently have enough points in the McDonalds app for a double quarter pounder with cheese.
And then finally you have access to notifications. Being able to send notifications advertising your latest promotions is priceless.
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