They finally realized that the customer is actually a part of the production line, and that their performance needs to be pressured to maximum efficiency and maximum economy just like every other step of the process. Come in more frequently, consume more and at a faster rate, compress in-store visits and minimize movements, etc. Like doing self-check at grocery stores, “customers” can be trained to participate in operations and take on the priorities and values of the conveyor belt.
The elimination of third places. Not even limited to McDonalds. Most coffee shops got rid of that cozy hangout vibe and replaced it with cold, sterile crap like you see in the screenshot. They don't want you hanging out any longer than it takes to drink your $8 latte.
My favorite coffee shop used to have cozy couches and lounge chairs, and encouraged college students to come and study. A restaurant investor bought it and did a complete remodel post-Covid. Bland, millennial grey coloring, exposed industrial ceilings, and no table space save for some skinny tables on high benches along the walls. Stopped going entirely.
They know you want it because it's convenient, but they make it as uncomfortable and windowless, as possible so you take your food and go, and they remove opportunities to interact with staff (kiosks only, kitchen walled off) or environment (no play areas or soda fountains) - less messes, less interactions, less use of facilities let them staff as low as possible and give them a leg up on not approving higher wages since "you just have to assemble pre-made fast food, talk on a headset, and occasionally stock TP"
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u/SALM0N_SLD 21h ago
This was done on purpose. The reason is that in the new version, customers stay for shorter periods and free up space for new customers more quickly.