Case Study

Tell us more about the wireless experience @ MacDonald’s?

We believe in bringing you innovative and convenient services that enhance your McDonald's restaurant visit, and Wi-Fi is a perfect example. As McDonald's continues to deliver fast and friendly food service at more than 30,000 convenient locations around the world, you can now enjoy the possibility of staying connected with friends, family and co-workers.

What has the response from customers been like?

We reckon that there has been positive feedback from customers. Customers are increasing their patronisation of MacDonald’s due to this free wireless service. This is especially so for students who now have an added reason to patronize us.

Has it created any problems?

This free wireless service has definitely created problems which we anticipated initially. First, we find that customer turnover has been much lower. This is obviously due to the increase in time which patrons spend at MacDonald’s due to the free wireless service. Hence, although the outlet may always seem packed, business may not necessarily be very good as there are many people who are just sitting around, using the internet. Second, there are definitely legal infringements especially if patrons seek to use our free wireless service for illegal downloading and access to pornographic websites. This is an issue that we have to readdress and hopefully, a block on such material will solve this problem.


What happens if you catch people surfing illegal/pornographic websites?

We will confront the patron and warn him/her that what he/she is doing is illegal. If the patron fails to heed my warning, we will subsequently refer him/her to the police.

Any plans to increase prices to accommodate the free wireless in return?

If the customer turnover rate remains low, it is inevitable that we may have to pass on the cost of the wireless to the patrons. As of now, this free wireless service is still in its pilot phase and any subsequent decision should be made only after a substantial market analysis.