Wi-Fi and fries?
Published: 12 Mar 2004 15:25 GMT
Customers stay longer
McDonald's is using rival hot-spot businesses as primers.
Starbucks has the largest number of stores offering hot-spot service in the United States, in partnership with T-Mobile USA. The two companies have been working on the service since 2002. Starbucks declined to disclose how many people have used the service to date, or financial details. But a company representative said the service has helped keep users in its stores longer, with the average session time lasting about 45 minutes.
"That more than likely leads to a second cup of coffee," said Anne Saunders, vice president of marketing at Starbucks.
Schlotzsky's also found that by offering free hot-spot service in select restaurants, it could encourage people to stay longer. According to a survey conducted by Schlotzsky's, 6 percent of customers to restaurants with hot-spot service say the service is the primary reason they come.
Those are the kinds of statistics that are raising interest at McDonald's.
A side benefit for McDonald's could be improved store management, something Starbucks has experienced.
Starbucks district managers have used the hot-spot service to log into the corporate network from stores to order new supplies for each store and update sales data.
"One manager said to me that [hot-spot service] was the single best thing they've been given to improve their productivity with the company," Saunders said.
Previous
Did you find this article useful?
149 out of 319 people found this useful
- Share this article:
Full Talkback thread
1 comment
