McDonald’s customers at some area restaurants will soon be able to order from self-serve kiosks that by next year will allow them to custom-build their sandwiches.
Spokesman Joe Wolf with Dalton Agency said the “Signature Crafted” program, which is similar to the chain’s “Create Your Taste,” should be available next year in most of the 52 Duval County McDonald’s restaurants.
Counter service will remain available. Signature Crafted orders will not be available, at least in the beginning, at the drive-thru.
The kiosks opening this year will allow customers to order from the regular McDonald’s menu on a large digital screen, pay with debit or credit cards and receive a buzzer to take to their tables, where restaurant staff will deliver their food.
Starting in 2017, the kiosks will add the Signature Crafted menu that allows customers to order their meals and specify preferred breads and toppings. The meals also will be available at the counter.
The first kiosks were up, but not in use, at the 909 Dunn Ave. store Monday morning.
Building-permit applications show at least seven Jacksonville McDonald’s are installing the kiosks and making kitchen and counter changes. The $24,000 permit for the Dunn Avenue restaurant was issued in August.
The Duval County permit applications so far range from $20,000 to $24,000 each, totaling $152,000, for restaurants at 8570 Argyle Forest Blvd., 1077 Baldwin Maxville in Baldwin, 3552 Blanding Blvd., 1768 N. Davis St., 5230 Norwood Ave. and 10135 San Jose Blvd., as well as Dunn Avenue.
Wolf said he did not know how many Duval County McDonald’s will take part in the program or when it will roll out, but he expects eventually a majority of the restaurants in Northeast Florida and Southeast Georgia will participate.
He said a staff concierge will help customers place their kiosk orders.
All plans say there will be minor tenant improvements that range from 90 to 250 square feet of space. Some plans show an enlarged kitchen area and a new front counter.
The kiosks were rolled out in other parts of the country by the end of 2014. A USAToday.com report in December 2014 said Oak Brook, Ill.-based McDonald’s was expanding its Create Your Taste test in response to declining same-store sales, falling stock prices and a shrinking base of younger customers.
USAToday.com said then the prices could be higher at the kiosk where customization can add cost and it takes longer to prepare the food because it is made when the order is placed.
Businessmagz.com said the move to self-serve kiosks by McDonald’s, as well as other chains like Panera Bread Co. and Wendy’s, is a way to control labor costs. It reported in May the moves are aimed at reducing labor costs linked to minimum wage hikes.
However, Wolf said Monday the number of crew will not decrease and likely will increase because the restaurants will need the concierge at the kiosks and staff to deliver the food.
He said each McDonald’s in Duval County employs, on average, 50-60 full- and part-time employees.
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