Second Case Worldwide After the US
Providing Desired Product Information via Voice Guidance
Offering Braille Labels and Wheelchair Eye-Level Adjustments
McDonald's announced on the 2nd that it has implemented voice guidance devices for kiosks for visually impaired customers in 100% of its directly operated stores nationwide.
Korea McDonald's introduced voice guidance devices for the visually impaired in domestic stores last September, becoming the second in the world after McDonald's USA and the first in Asia to do so. This was also the first case in the domestic Quick Service Restaurant (QSR) industry, significantly enhancing accessibility for the visually impaired and adding meaning as a space that everyone can enjoy.
Since starting the introduction of the kiosk voice guidance function last year, McDonald's has continuously expanded the number of stores with this feature and completed its implementation in all directly operated stores by the end of June. As a result, visually impaired customers can now obtain product information and freely order their desired menu through voice guidance at any directly operated store nationwide.
With this feature, after connecting personal earphones to the bottom of the kiosk and operating the device via the touchpad, users receive voice guidance for all elements on the screen, enabling visually impaired customers to order menus independently. Detailed information such as basic menu names, prices, and calories is provided.
McDonald's has installed braille blocks on the floors of all directly operated stores to help visually impaired customers easily locate kiosks. Additionally, it offers a 'table service' where customers can enter their table number when ordering, and staff will bring the ordered menu to their seat. Table numbers are also marked in braille, and a 'disability assistance call bell' is available during the ordering process to request staff help, demonstrating meticulous consideration throughout the stores.
A McDonald's representative said, “We are pleased that customers who had difficulties ordering via kiosks due to visual impairment can now use the improved voice-guided kiosks at any directly operated store nationwide,” and added, “We hope that more places will provide services for disabled customers following McDonald's leadership as an industry pioneer.”
Meanwhile, to assist digitally vulnerable groups who find kiosk use inconvenient, McDonald's added a feature in 2018 that lowers the kiosk screen to the eye level of wheelchair users. Since last year, it has also distributed kiosk educational materials for the elderly to literacy education institutions nationwide and supported in-store practical training, continuing various efforts to enhance customer convenience and digital accessibility.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
