Since its launch in 1955, McDonald's has been continuously transforming and innovating. From its attempt to win over customers in different countries with its menus to implementing Self-Serving Kiosks across various branches worldwide, McDonald's is moving at a fast pace. But why Self-serving kiosks? Is this the right marketing strategy for a big giant like McDonald's? We'll tell you the reason and benefits of this shift. Consumer Preference and Cost-Efficiency are the two main factors behind this. Consumer Preference - As per research, millennials prefer automated services over traditional ones. According to them, using a self-serving kiosk or mobile device for service is much more convenient and efficient. Cost efficiency -Buying technology is a one-time investment. It does not demand any salary or leave. While it may take a while for the new technology to catch on, using kiosks could help fast-food chains to minimize their labor costs. We are not sure that we wil