Servicescape

The servicescape of McDonalds improves speed

Introduction

‘McDonalds is without a doubt the world's largest and fastest growing restaurants in the world, serving food and drink to 38 million customers daily’(Ankit, 2012,p.5). It can be seen that the menu of McDonalds is almost unchanged,and its main food(hamburger、potato、drink and salad) are not better than some less famous food stores,the reason why McDonalds can attract an increasing number of customers is that they insist on high quality service all the time. Just as McDonalds claims’ what we sell is not hamburger,but service ’(Xiao, 2010). Among these service strategies,’fast’(Xiao,2010) is an important one. According to Servicescape model(Bitner,1992) below, both customers and employees are influenced by servicescape, so servicescape is a key point of good service.This report will state how servicescape of McDonalds improves speed.

Drive-Thru，Auto-Mac，Pay and Drive , McDrive and Walk-Thru

In order to provide customers who drive cars with rest and dining areas, McDonalds has opened some branches on the sides of highway .Also, transmitters have been installed nearby with conspicuous food items and prices above them.Customers can take a glance at an external menu and tell waiters/waitress their choices through those transmitters,and then get food at windows and drive away directly. In some downtown business districts,Walk-Thru are replacing Drive-Thru to serve people who don’t want to stay indoor but simple service and products. This way, compared with customers eating indoors ,not only can customers save their own time,but also McDonalds’s itself can service more customers in a short time and therefore gain more profit.

Indoor hard chairs

‘Although the choice and style of facilities should be in tune with the desired experience,this is not to say that all chairs should be comfortable.Those in fast-food restaurants may be designed to provided adequate support and comfort for leaning...