It turns out that service with a smile has never gone out of style. đź”—: https://
By The Wall Street Journal · September 12, 2026 · Curated by George's Blog
It turns out that service with a smile has never gone out of style. đź”—: https://on.wsj.com/4cCs2Nf
After spending millions of dollars on digital kiosks and mobile-ordering systems, fast-food chains are discovering a lot of customers just want somebody to take their order at the counter and do so in a friendly way, according to executives, market-research, and industry documents reviewed by WSJ.
Convenience and speed aren’t good enough for today’s fast-food customers, and McDonald’s needs to improve how it offers friendly service to diners to attract them, said Tiffanie Boyd, McDonald’s global chief people officer.
“Food is important,” Boyd said. “Price is important, but experience has also become much more important than it used to be.”
McDonald’s aims for workers to emphasize hospitality throughout customers’ visits, delivering energetic greetings such as “Enjoy your meal!” and “See you soon!,” according to a recent internal training document, a copy which was viewed by the Journal.