McDonald's is looking to truly make the phrase "fast food" mean something again. The Miami Herald reported on Aug. 8, 2014, that South Florida restaurants will test a new 60-second lunch guarantee in its drive-thrus during the month of August.
Participating South Florida McDonald's restaurants will guarantee that customers will receive their meal within 60 seconds of paying for their food or receive a free lunch item on a future visit. The test is going to run Monday through Friday from noon until 1:00 p.m. through Aug. 29, 2014.
It is only good for the drive-thru windows.
Upon arriving at the window and paying for their food, customers will be given a timer by a McDonald's crew member. From that point, customers are to receive their order in 60 seconds. If they don't, thjey will receive a coupon for that free lunch item on a future visit.
Time reported that McDonald's is obviously looking to boost sales during lunchtime and are turning total focus away from the breakfast wars.
This new 6-second guarantee goes back to the days when Domino's Pizza offered something similar. They used to promise a delivery of 30 minutes or less or your pizza was free.
McDonald's is looking to get more service into their drive-thrus and even though menus have grown larger, they don't want service to continue to get slower. In the fall of 2013, an industry-wide average time spent for each customer in a drive-thru was 181 seconds.
The 60-second drive-thru lunch guarantee is being tested on a very limited basis and is just in the South Florida market for a few weeks. If successful, they will likely expand it a little at a time to other McDonald's restaurants.