Fast Food: The Call Me Maybe Approach

The common scenario in fast food restaurants is fall in line until you reached the service counter. Order any food combination listed on menu list. Pay. Get the food. Bring it to table, if there is available. Finally, eat.

If the ordered menu takes a while to prepare or all the food really takes a while to get ready. Then, you get a tag with order number, after paying. Find a table. Wait patiently until the food is served.

The self service method at KFC SM Mega Mall is different. Every receipt given to customers has an “order number”. There is a separate area to get the food. Another crew is calling a number as it appears on overhead LCD. The customer may find a table while waiting for his turn.

I felt like I was in a bank/cellular service center. Sitting on bench. Patiently watching the overhead monitor and waiting for my number to appear and got called.

Side Story: I have experiences. 1) I was carrying my food pick up here now serving kfc receipt with reference numberbut could not find any available table. Good thing, there were people who are willing to share table. I always choose a less busy restaurant as precaution. 2) Waited for more than half an hour before the food got served. From the name itself, the fast food should serve food fast. For a hungry person, every passing minute seems a year of waiting.


Marvin is the lead chocolate maker of Ben and Lyn Chocolate Inc. Has strong background in food research and development. Occasionally conducts training and lectures. Lecturer of Cocoa Foundation of the Philippines. Do coaching and consultancy services on his free time.

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