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McDonald's: Moving Towards a Fully Automated Future?

Fabrizio Di Muro

商品編號:W35287
出版日期:2024/05/02
再版日期:
商品來源:
商品主題:Marketing
商品類型:Case (Pub Mat)
涵蓋議題:ethics;robotics;Generation Z;customer complaints;innovation;humans vs robots;future;retail
難易度:4 - Undergraduate/MBA
內容長度:12 頁
地域:United States
產業:Accommodation & Food Services
事件年度:2023

In late 2022, McDonald’s, one of America’s oldest and most iconic fast food companies, introduced a mostly automated store in Fort Worth, Texas. The only human employees at this store were in the kitchen and did not interact with consumers during the ordering or pick up of food. While some consumers liked this concept, it also received very negative reviews on social media, with some responses addressing the ethics of replacing human labour with robotics. The chief executive officer of McDonald’s had a choice to make: Should he listen to consumer complaints and make changes to the mostly automated store, or should he continue to move the company fully automated stores?

教學手冊:McDonald's: Moving Towards a Fully Automated Future? - Teaching Note
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