Why McDonald’s is ditching one of its biggest perks: Self-serve soda machines

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Today we’re spotlighting the decision by McDonald’s to phase out its iconic fill-it-yourself soda machines. It’s one of many recent changes in the fast-food industry to move away from the dine-in experience.

NO MORE REFILLS

• McDonald’s says it’s eliminating self-serve soda machines by 2032 at its U.S. restaurants, effectively ending the perk that for decades allowed customers to fill and refill their own drinks in its dining rooms. The company says the change will make the experience consistent for customers and crew across the chain.

THE PANDEMIC CHANGED HOW WE EAT OUT

• Consumer behavior has shifted since the pandemic changed the world. The Golden Arches has seen a surge in using the drive-thru and delivery. Fewer people choose to eat in its dining rooms, reducing the need for soda machines.
• Digital sales (orders made on an app) now make up 40% of all sales, according to McDonald’s most recent earnings report.
• Seeing those trends, fast-food chains have invested in redesigning their drive-thru lanes and dedicating parking spots for app orders and delivery drivers.
• Some city officials and urban planners aren’t lovin’ it though, arguing drive-thrus create traffic and congestion, don’t cater to walking and transit, and discourage visits to neighboring businesses, not to mention their environmental impacts.

THE FUTURE OF FAST FOOD

• Quick-service restaurants across the industry are unveiling designs with smaller dining rooms — or none at all. In July, McDonald’s teased its concept “CosMc’s,” a small-format location with a reduced dining area. Smaller restaurants take up less space, which is good for the bottom line in urban areas where real estate is expensive. CEO Chris Kempczinski points out that the current Mickey D’s location footprint reflects what the population looked like 20 to 30 years ago, leading to “a whole bunch of development opportunities.” Chipotle and Taco Bell also have designs that eliminate or cut back dining-room seating.
• This decade could become the golden age of high-tech drive-thrus. Companies are experimenting with automated order taking (think the fast-food equivalent of Alexa or Siri), facial recognition and other AI tools. Conveyor belts are being tested by McDonald’s, with plans for them at Burger King and Chick-fil-A. Taco Bell is trying a “vertical lift” that delivers your tacos from the second-floor kitchen.
• Chipotle and Starbucks already announced locations that will be dedicated exclusively to mobile orders.
• Wendy’s is among the chains dedicating pickup windows or shelves for deliveries and/or mobile orders.

Will you miss the self-serve soda machines at McDonald’s? What do you think of fast-food chains’ plans to downsize or eliminate their dining areas while supersizing drive-thrus? Share your thoughts in the comments.

Speaking of soda and the future: Wanna know what Coke from the future tastes like? This flavor was designed by AI.

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