McDonald's launches digital voice mupi technology on public roads

With the help of OMD Spain and Clear Channel, The initiative of this fast food chain will allow users to order their food through this urban digital furniture, from the street and using only the voice.

Ordering food at home from the street is easier than ever: you just have to ask it out loud, given that McDonald’s has just installed a circuit of digital voice billboards on public roads, putting this technology at the service of the consumer so that they can place their orders at home wherever and whenever they want..

The city of Madrid will be the first to launch the first voice mupis that are installed in the streets of the country. The project arises from an initiative of the media agency OMD for McDonald's, based on his study Retail Revolution, in which a 69% of Spaniards indicated the use of voice assistants in their daily lives.

For your part, the advertising media company Clear Channel has been in charge of the development and design, through its digital street furniture circuit Play Live!, and using voice technology Vibrands.

The initiative is part of McDonald's commitment to innovation and accessibility, as well as technology as a fundamental tool to adapt to the needs of a consumer who demands increasingly agile forms, simple and safe to place your orders at home.

In this context, The company has recently deployed a reinforced safety and hygiene protocol in all its restaurants., called Safe Environment, and continues working to have innovative solutions that further optimize this security, like now with this system that offers its customers the possibility of placing home orders by voice without having to touch a screen.

The operation is very simple. To place the order, simply approach the digital mupi and say “McDonald’s” out loud.. The screen will show the different menu options of this chain, and the user, through your voice, you will select the ones you want. At the end of the process, You will have to scan a QR code with your mobile and enter your details to complete the order.

In this launch phase, which will extend until the next 30 June, Orders placed in these mupis by voice will be free (up to a maximum of 15 euros), and the user will only have to pay the shipping costs. For delivery of orders, On this occasion, McDonald's has the collaboration of the Glovo platform.

Natalia Echeverria, McDonald's marketing director, has stated that “we are constantly innovating and adapting to the needs of our clients.”. Now more than ever, Technology plays a fundamental role in the experience of our consumers and, on this occasion, We asked ourselves if it would be possible to facilitate even more access to our products”.

It is in this aspect when “technology, the ease of voice ordering, the security of contactless and our brand come together -says Echeverria-. We are pioneers in presenting this technology on the street, and I believe that this puts us on the right path to offer the consumer an increasingly attractive experience., at the same time safe”.

For your part, Carrasco Sanctuary, brand lead en OMD, points out that “at the agency we have a clear positioning towards innovation and technology and we are always looking for new ways to reach the consumer in an impactful way.”. For us it is a pride to have brands like McDonald's that accompany us on this path and are committed to groundbreaking actions.".

In this line, Monica Kühnel, Commercial Director of Clear Channel, explains that “it is the first time that we do a campaign that responds to the voice of the user in our urban furniture circuits. From Create, our innovation department, We constantly generate proposals that go one step beyond the usual. “The external environment offers infinite possibilities and technology allows us to be increasingly creative and noticeable.”.

McDelivery, McDonald's food delivery service, is now available in more than 96 locations distributed throughout the country and continues its expansion as part of the company's accessibility strategy.