McDonald’s tests ads on digital drive-thru menus — The Verge

McDonald’s has begun limited testing of advertising on digital menu boards at select company-owned drive-thru restaurants. After placing an order, customers will be shown ads from other brands on digital displays while they wait for their food.

Limited pilot

The Verge, citing Bloomberg, reports on the testing. A McDonald’s spokesperson told Bloomberg that the experiment makes it possible to explore ways of displaying post-purchase content that customers may find useful, relevant, or interesting.

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The company did not immediately respond to The Verge’s request for comment. The ads will appear after a visitor has completed an order, rather than while choosing food items.

Additional revenue and ArchIQ

As Bloomberg notes, selling ads on menu boards could open another source of revenue for McDonald’s amid the company’s declining sales in the United States. At the same time, the chain has announced plans to develop its artificial intelligence-based ArchIQ assistant. Recently, the company demonstrated how the system recognizes regular customers and “remembers” their orders.