Mobile and Personalization Technologies Drive Fast Food Chains to the Future

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The future of burger joints and smoothie bars involves customer-friendly technologies that will make fast food more of a service and less of a destination.

The future of burger joints and smoothie bars involves customer-friendly technologies that will make fast food more of a service and less of a destination

You're walking down a busy sidewalk to an early meeting when your smartphone dings. A message pops up, noting you haven't stopped for your usual egg sandwich and latte. A mobile app tells you the nearest Dunkin' Donuts is three blocks over. Another app brings a coupon for breakfast at a McDonald's around the corner. You decide. With a few taps, you order, specify a pick-up time and pay, never breaking stride.

That evening at your favorite burger chain, you approach a counter-mounted iPad to order. The system recognizes you from identity data radiating from the phone in your pocket and automatically displays only the foods you like. A smiling avatar on the screen welcomes you. Having checked your purchase history and the store's inventory, she makes an offer. "You're due for a reward," she says. "How about our new Megaman Cheeseybeef for $2? Dessert's on me." How can you resist?

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