McDonald's launches digital voice mupis technology on public roads

Hand in hand with OMD Spain and Clear Channel, the initiative of this fast food chain will allow users to order their food through this urban digital furniture, from the street and using only the voice.

Ordering food delivery from the street is easier than ever: just ask for it out loud, since McDonald's has just installed a circuit of digital mupis by voice on public roads, putting this technology at the service of the consumer so you can place your orders at home wherever and whenever you want.

The city of Madrid will be the first to release the first mupis by voice that are installed in the streets of the country. The project arises from an initiative of the media agency Omd for McDonald's, based on your study Retail Revolution, in which a 69% of Spaniards pointed out the use of voice assistants in their day to day.

For its part, the advertising media company Clear Channel has been in charge of the development and design, through its Play Live digital street furniture circuit!, and using voice technology from Vibrands.

The initiative is part of McDonald's commitment to innovation and accessibility, as well as technology as a fundamental tool to adapt to the needs of a consumer who demands increasingly agile ways, simple and safe to place your orders at home.

In this context, the company has recently deployed in all its restaurants a reinforced safety and hygiene protocol, called Secure Environment, and continues to work on innovative solutions that further optimize this security, as now with this system that offers its customers the possibility of making home orders by voice without having to touch a screen.

The operation is very simple. To place the order just approach the digital mupi and say aloud "McDonald's". The screen will display the different menu options of this string, and the user, through his voice, will select the ones you want. At the end of the process, you will have to scan a QR code with your mobile and enter your details to complete the order.

In this launch phase, which will extend until the next 30 June, orders placed in these mupis by voice will be free of charge (up to a maximum of 15 Euros), and the user will only have to pay the shipping costs. For the delivery of orders, McDonald's has on this occasion with the collaboration of the Glovo platform.

Natalia Echeverria, McDonald's Marketing Director, "We are constantly innovating and adapting to the needs of our customers. Now more than ever, technology plays a fundamental role in the experience of our consumers and, on this occasion, we wonder if it would be possible to further facilitate access to our products".

It is in this aspect when "technology", the ease of voice orders, the safety of the contactless and our brand comes together," says Echeverria.. We are pioneers in presenting this technology on the street, and I think this puts us on the right track to offer the consumer an increasingly engaging experience., at the same time as safe".

For its part, Sagrario Carrasco, brand lead at OMD, "In the agency we have a clear position towards innovation and technology and we are always looking for new ways to reach the consumer in an impactful way. For us it is a pride to have brands like McDonald's that accompany us on this path and bet on groundbreaking actions".

In this line, Monica Kühnel, Clear Channel's commercial director, explains that "it is the first time that we do a campaign that responds to the voice of the user in our street furniture circuits. From Create, our innovation department, we constantly generate proposals that go one step further than usual. The outdoor environment offers infinite possibilities and technology allows us to be increasingly creative and notorious".

McDelivery, McDonald's food delivery service, is now available in more than 96 locations distributed throughout the country and continues its expansion as part of the company's accessibility strategy.

Other articles on Clear Channel, Clear Channel Outdoor, McDonald's, Omd, Vibrands