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Comment on Ziyu He’s blog: http://blogs.ubc.ca/rita2275/2014/10/05/new-gourmet-burger-in-australias-mcdonalds/
Lack of innovation has always been a weakness of McDonald’s, but recently, McDonald’s in western Sydney shows people an upgraded approach of ordering which customers can choose their own preferences with touch screens displaying 19 options for different ingredients and toppings.
The internal weakness of McDonald’s will be turned into a strength if the customer responds to this new approach is positive. The change McDonald’s made also shows us technology are getting into every single part of life and business, more high-technological elements are added into food industry. This means the process of ordering food in restaurants will be more easily in the future and the cost of labor will be reduced. However, it may cause an increasing unemployment rate in workers without advanced professional skills as the increasing usage of technology.
As s world famous fast food giant, this innovation makes McDonald’s more competitive by attracting more customers and shortening cunstomer waiting time. However, McDonald’s have to consider carefullly aboout the high cost of those touch screens to make it sustainable.


