While I am the head cheerleader for Team Artesia and a superfan of small and close-knit communities, living the small town life can have its challenges.
One of those challenges is especially difficult for a self-described foodie like me, whose favorite type of trip is “gastro tourism.” It is difficult living in a food desert with limited access to diverse and healthy food options. You can pick one of our few restaurants for your night out, and it is one of the “same ole” drive throughs when you need something fast on a busy evening.
When construction began on 26th Street near Walmart, the town was buzzing with curiosity. Of course, most public comment was an unrealistic wish list. Fingers were crossed for a movie theater, trampoline park, or the chicken place—you know the one. When the news broke that it would be a second McDonald’s, reactions were mixed. Excitement stalled for a restaurant we already had. However, McDonald’s utilizes some of the best research and development strategies out there. If they believe that Artesia has enough population, traffic, and potential growth for a second location, prepare for a boom people!
Now that the McDonald’s has been open for a few months, reactions are still mixed. One thing is for sure, while it is McDonald’s second location in Artesia, it is markedly different from the McDonald’s of days past. Upon arriving, the location is modern and visually appealing with ample parking. It is easy to navigate the parking lot and traffic flow is logical. There are two drive through lanes clearly marked, and the parking lot was free of trash.
When you enter the McDonald’s, it feels a little strange. At first reaction, I felt like I was walking into a vending machine. This McDonald’s has a different strategy to serve customers: putting the fast(er) in fast food. All employees were in the back of the restaurant, cooking and serving drive through customers. You are directed through signage to order via mobile app or large digital screen. It is possible to order at the counter, but it is clear that digital ordering is preferred. The counter is not manned and there is not a beverage station with condiments, napkins, or straws for customers.
My kids loved ordering for themselves on the touch screen. We modified our order to our preferences without difficulty. It was easy to pay with a credit card, and the kiosk also accepted cash payments. While it was efficient and easy for an able-bodied, English-speaking person to navigate, my grandparents would have turned and walked out the door. They would have taken offense to the lack of human interaction and would have thrown up their hands in frustration at ordering on a screen. My youngest son could not reach the upper portion of the screen to make selections, so someone in a wheelchair may have the same difficulty. You could have an interaction with an employee at the counter, but it took some time to get their attention while they were busy in the back.
Overall, the dining experience was about what you would expect for fast food. It checked the boxes that matter to me: our order was correct, served quickly, the food was hot, and the dining area was clean.
Our world is moving in the direction of more efficiency through technological advancements, but at what cost? Will we have to sacrifice most human interactions in the name of expediency? There are already many things that have lost the personal touch: food and grocery delivery services, self-checkout, online shopping, auto renewing subscriptions, and movies streamed to your living room.
Even though all those things lack the human element, they are things I happily use often in my own life. Those conveniences give me back my time and energy, which allow me to spend time with my humans—my family and friends. Maybe the tendency to reject what is new and different is wrong, and McDonald’s cracked the code. Their customers do not want a dining experience; they want to get their food fast and get back to their lives.
Artesia’s new McDonald’s location might be ahead of the curve, anticipating the needs of the customers before we even realize they are delivering what we want: a quick and efficient bite to eat on the way to resuming our daily activities.
Pros
- Increased efficiency: Automated systems speed up service.
- Cost savings: Fewer employees equals lower labor costs.
- Less staffing requirement: Filling jobs has been reported as a difficulty in our area, so fewer positions would be easier to fully staff.
- Order accuracy: Self-serve kiosks and app ordering can minimize human error.
- Streamlined operations: Automation can help manage inventory and orders more efficiently.
- Convenience: Customers can order at their own pace, customize their meals easily, and pay without interacting with staff.
- Data collection: Automated systems can gather data on customer preferences and behavior, allowing for tailored marketing and improved service.
CONS
- Reduced human interaction: Lack of personal service may lead to a less warm and welcoming atmosphere.
- Technical issues: Dependence on technology can disrupt service and frustrate customers.
- Accessibility concerns: Some customers, particularly the elderly or those with disabilities, may struggle with automated systems.
- Limited customization: While kiosks allow for some customization, they may not accommodate complex orders as effectively as a human employee.
- Impersonal experience: The dining experience may feel less personal, potentially leading to customer dissatisfaction.
Morgan Fox
I wear many hats: wife, mom, entrepreneur, travel enthusiast, interior designer wannabe, writer, enneagram type 7, margarita connoisseur. The list goes on because, heck, I'm a Gemini too and if you've met any of those, you know what I'm talking about. I have a spirit for adventure and hometown pride. I love a good road trip and finding new places to explore.
