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Touch Order"
Self-ordering system - Touch Order
How It Works ?
It works as follows. Both an RFID reader and tagged menu are stationed at each table. The customer plugs the reader into their mobile phone, then points it at the items on the menu they wish to order. The complete order is transmitted to the kitchen, and a charge is made through the phone. When the order is ready, a text message notifies the customer to come pick up their tray at the counter.
One requirement of the system is that a customer download a special interfacing program to their phone. Reportedly, most phones manufactured within the last two years can handle the program.
Why no longer available ?
This called "Touch Order" is the first self-ordering system to use RFID in the world.
How It Works ?
It works as follows. Both an RFID reader and tagged menu are stationed at each table. The customer plugs the reader into their mobile phone, then points it at the items on the menu they wish to order. The complete order is transmitted to the kitchen, and a charge is made through the phone. When the order is ready, a text message notifies the customer to come pick up their tray at the counter.
One requirement of the system is that a customer download a special interfacing program to their phone. Reportedly, most phones manufactured within the last two years can handle the program.
Why no longer available ?
This called "Touch Order" is the first self-ordering system to use RFID in the world.
It had first launched at Sinchon McDonald branch of Seoul in 2007. The project processed by Korea telecommunications technology manufacturer SK telecom and McDonald predicted that this system would be expanded to all over the places in Seoul and even to the world.
Despite their ambitious plan, three years from then, I can't find the system even at Sinchon McDonald's in which started the "Touch Order" project for the first time.
So I searched to figure out what happened to them, and I found out some reviews about the system from customers who have experienced when it existed. Actually, they failed to order using cellphone, because there was no clerk who were able to guide the customers to use it. It seemed that McDonald's gave up processing the system. It's most likely because they realized that customers were not attracted to use it.
Such a service actually doesn't contribute to adding that much convenience. Although I can't generalize all customers would prefer to wait in line and get to the counter to order food. In my case, I'd rather do that than ask for RFID reader to plug in my phone and download certain interfacing program to order.
It sounds so complicated and time-consuming process to me. I don't think it brings me convenience.
I guess when technicians developed this " Cool " system, they might have thought that this was so innovative and remarkable, and people would be amazed by cutting edge technology. Even more, they would appreciate the technology which brought convenience for human being.
I think brand new technology doesn't necessary bring us convenience. Sometimes new technology turn out to be useless and rejected by market. The most important thing to be considered before introducing brand new idea is not how amazing the technology itself but what customers truly need.
