Fast Food Gets Even Faster In Asia

McDonalds has had a difficult year as consumer tastes shifted and the restaurant battled criticism over its ingredients and lack of healthy offerings. However, the burger chain has been working to restore its bottom line, especially in China, where the massive population represents a major growth opportunity. Appealing To Their Preferences In an effort to reach Chinese consumers, who are becoming increasingly focused on digital innovation, McDonalds is piloting a new program that will allow customers to pay for their orders on their mobile device, making the process of collecting their meal in-store faster and easier. Custom Burgers The decision to include a mobile payment option in China came after McDonalds unveiled digital kiosks that allow customers to build their own burger using a touch screen machine at two Shanghai locations. By adding state-of-the-art technology to its appeal, McDonalds is hoping to lure in first-time customers who are eager to try something new. Mobile Payments Take Off While mobile payments are nothing new, in China they are becoming increasingly popular. Online retailer Alibaba Group Holding Ltd BABA recently launched a mobile payment system which has been adopted by several big names including Wal-Mart Corp WMT and Yum Brands Inc.'s YUM KFC food chain. Since Chinese customers have historically shied away from using credit cards, mobile payments has become a major draw. Customers have been looking for a fast, convenient way to pay and mobile options are providing that experience.