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.
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