Big Macs, QR Codes, and Delivery Timers: The Simple Secret Behind Restaurant Success

Success in the restaurant industry often comes down to one thing: meeting customers where they are, in the moment. Whether it’s a Big Mac delivered to your door at 2am, a QR code letting you order at your own pace in an airport restaurant, or a drive-thru that runs like clockwork, it’s all about creating experiences that fit seamlessly into guests’ lives.

This ability to adapt – what I call?situationalization – isn’t just about serving food; it’s about using smart tools and thoughtful operations to empower both guests and the teams delivering those experiences. Over my career, I’ve seen how technology transforms operations to deliver situationalization at scale. It’s the key to thriving in today’s competitive environment.

The Foundation: Situationalization in Operations

Customers don’t experience businesses in a “one size fits all” way. Their needs vary by time, place, and context, and meeting those needs requires agile operations.

This is where digital tools come in: they allow businesses to adjust dynamically to different guest scenarios while maintaining consistency and efficiency. Whether it’s optimizing speed at the drive-thru or creating personalized experiences for dine-in guests, situationalization depends on aligning people, processes, and technology.

The Role of Digital Tools in Situationalization

Technology can be the foundation for situationalization. It gives you the visibility and agility to adapt in real time. Here’s how I’ve seen it work:

1. Real-Time Data for Smarter Decisions

Back in my Tim Hortons days, we pioneered timers in the drive-thru to pinpoint where we were losing time. That basic insight helped us shave off seconds and dramatically improve the guest experience while also changing how customers thought about the brand.

A busy Saturday morning at Tim Hortons brings a surge of orders with multiple toasted and prepared items, creating completely different demands compared to a typical Monday morning, where most guests are grabbing a quick coffee for their commute. Drive-thru timers helped us adapt by showing whether we had the right staff positioned at the right stations to handle these distinct scenarios. The key was meeting guests’ expectations for speed and quality, whether it was a carload of complex orders on a relaxed Saturday or a solo coffee run on a hectic Monday. Situationalization meant recognizing these differences and adjusting operations to deliver a seamless customer experience every time.

2. Digital Ordering That Works for Everyone

Mobile ordering isn’t just about convenience – it’s about fundamentally changing how your operation flows. At HMSHost, we introduced QR codes at airport dine-in locations, letting guests order or pay right from their table.

This was a game-changer for travelers. They could enjoy a sit-down meal at their own pace without worrying about missing their flight.

Behind the scenes, these QR code orders flowed directly into our existing processes, so the kitchen and staff didn’t miss a beat. We trained the team to handle digital orders just like in-person requests, making it feel seamless.

The result? Digital orders grew to 25% of sales. And here’s the takeaway: when technology is embedded into operations and feels natural, and teams feel supported; it stops being “extra work” and just becomes how you do business.

3. Technology That Supports Your Team

Technology should always help your people, not replace them. At Pizza Hut, we used a simple timer system to monitor delivery times. It tracked when a driver left for a delivery and when they returned.

On a busy Friday night, it might seem tempting to load a driver up with multiple deliveries. But the data told a different story: sending drivers out with one order at a time was far more efficient and consistently improved delivery times.

This wasn’t just about meeting delivery times – it was about creating something for the team to rally around. Tracking progress gave us insights to fix bottlenecks, but more importantly, it gave us wins to celebrate. Speed became part of our DNA, not because it was demanded, but because it was tracked, understood, and embraced by the team.

Situationalization in Action: The McDonald’s Playbook

McDonald’s is a masterclass in situationalization. The Big Mac is consistent, recognizable, and iconic. But the way you get that Big Mac? That’s where McDonald’s shines.

• Delivery: Want a Big Mac delivered to your door at 2am? McDelivery has you covered.
• Drive-Thru: Need one on the way to soccer practice? Their drive-thru is optimized for speed and convenience.
• Dine-In: Prefer to slow down and enjoy your meal? You can order at a kiosk, customize your meal, and relax.

McDonald’s doesn’t just offer options – it integrates these experiences seamlessly into its operations. Delivery orders flow into kitchen systems without disrupting the in-store rhythm. Drive-thru efficiency is powered by real-time data. Kiosks free up staff to focus on complex tasks or connect with guests.

This isn’t just operational genius – it’s situationalization in action.

Make Your Tech Work for Your Team

No tool is worth it if it creates more headaches than it solves – especially for your staff. Technology can be intimidating, and as leaders, it’s our job to ensure our teams feel supported every step of the way.

• Start with Communication: Explain why the change is happening and how it helps. Show your team that tech is there to support them, not replace them.
• Provide Effective Training: Training isn’t “one and done.” It needs to happen before, during, and after implementation. Provide hands-on practice and real-time support.
• Check In and Celebrate Wins: After rollout, listen to your team, adjust as needed, and celebrate successes. When your staff see how tech makes their work better, they’ll embrace it.

The Big Picture

Situationalization is about more than making life easier for guests – it’s about making operations smarter and teams stronger. When you use technology to empower your staff and fit seamlessly into your guests’ lives, you create experiences that keep people coming back.

I’ve seen it firsthand, and I know it works. This isn’t a future trend – it’s what restaurants need to do today. And the best part? The tools are already out there. We just need to put them to work.

?