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The Chosun Ilbo reported that McDonald’s, the world’s largest fast food chain, and SK Telecom, a South Korean telecommunications technology manufacturer, have jointly launched a pilot project for RFID mobile phone ordering. The system debuted in Seoul yesterday.
This system is called “Touch Order” and according to SK Telecom, it is the world’s first RFID self-service ordering system. The customer inserts the reader into the mobile phone, and then points the mobile phone at the option they want to order on the menu. The menu will be automatically sent to the kitchen, and the cost will be deducted via the mobile phone. When the fast food is ready, customers will receive a text message reminding them to pick up the fast food at the counter.
Mobile phone self-service ordering
One requirement of this system is that customers must download a special interface program to the mobile phone. It is said that the vast majority of mobile phones produced in the past two years can handle this program.
SK Telecom hopes that Touch Order can open up new markets for the company’s RFID products and services. “We hope that the cooperation with McDonald’s can lay the foundation for our foreign RFID market,” said Lee Joo-sik, senior deputy director of business development at SK Telecom. The company expects that this system can be extended to other McDonald’s chain stores by the end of the year, and used in other food and beverage chains next year.
McDonald’s is conservative about this. John Kim, senior director of marketing in North Korea, said, “We will pay close attention to the operation of this system. It is too early to talk about the expansion of applications in other stores, let alone other countries.”
The question is whether this system can really show value? Will self-service ordering be more convenient than counter ordering? Considering that a mobile phone must also download a program, will this system increase the difficulty of ordering for customers? All will be proved by time.
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