McDonald's says bigger fonts cooked up improved profits
Do you want better legibility with that? It sounds cheesy but bigger writing sells more fries
Burger baron McDonalds has attributed stronger financial performance to, in part, enlarging the point size of the fonts it uses on the chits sent to its chefs and customers.
McDonalds has had a rotten few years on the financial front, as customers desert it for healthier, newer or more interesting fast food options. Attempts to turn things around by diversifying the menu only made franchisees mad, as documented by one who quit citing the complexity of being required to offer a more varied menu.
But the company's most recent quarterly results for Q1 2016 offered the pleasant surprise, with all-day breakfast and the new McPick driving sales up 5.4 per cent compared to Q1 2015.
In the company's earnings call, CEO Stephen J. Easterbrook detailed myriad process improvements that have been made to make individual outlets more efficient and therefore make it more fun to buy food at McDonalds.
Those include “the font size on the printers, the receipts.” They've been enlarged so “it's easier to spot the special requests, for example, or the special orders.”
Bigger type has made it easier for staff to read each order, making them more accurate and in turn making customers more satisfied because they get exactly what they asked for.
Make mine a Deluxe Burger, the single-decker Big Mac that died some time in the early 1980s, along with my childish hopes and dreams. ®