I recently read Una Vuckovic’s blog about McDonalds plans to offer free Wi-Fi in their fast food restaurants. I definitely agree with this decisions and can see why McDonalds were attracted to the idea. It will help to entice more consumers particularly the technology savvy millennials, since the majority of us are glued to our cell phones for most of the day and free internet access is always a welcome perk from stores and restaurants. However I can’t help but feel like McDonalds are running behind on the times with this feature. Starbucks have offered free Wi-Fi in their coffee bars around the world for over a year now and an overwhelming majority of food servers and coffee bars have jumped on the trend before McDonalds e.g. Burger King, KFC and Pret-A-Manger who all offer free Wi-Fi. Frankly a large number of retail stores in general offer free Wi-Fi as standard without any major advertising for the service. This is bound to reduce the scale of the impact that McDonalds is hoping to achieve with this announcement since it’s not exactly a ground breaking or unique offering. Really McDonalds should have taken advantage of this feature a long time ago.