KFC

Show visible progress steps: order trackers make waiting feel shorter

Rory says McDonald's and KFC miss a trick by showing only 'in preparation' and 'ready for collection'. More granular status steps, like Domino's somewhat fictional delivery tracker, give a sense of forward movement that keeps people content while they wait.

“McDonald's probably may, and KFC probably make a mistake here in that if you order on screen at McDonald's, it basically says, in preparation, ready for collection. And they could probably play a game there where they say, you know, being prepared, you know, on the, you know, on the tray, they could give you an impression of forward movement because it's all to do with dopamine and sort of effort and reward.”

Steal thisBreak any wait into several visible status steps so customers feel steady progress.