It's funny how mcdonalds did everything in their power to make it almost impossible to run their mcdonalds app on a rooted phone, but their backend infrastructure is beyond broken (security wise)
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2. Many franchises have a crummy PA system, so you can avoid this if you plan on using the drive-through.
3. Customization. It's very tedious for all involved to repeatedly request "no cheese", "no ice", "extra sauce", etc. for a very large (e.g., $100+) order.
1) People who just want to eat McDonald's now and don't care about apps. They will put up with the normal prices which are quite high now.
2) Cheapskate people who wouldn't go to McDonald's much due to the pricing, but can be enticed to go through deals in the app they are happy to jump through hoops to get.