It’s Foodie Friday and today we have yet another example of how privacy is dead, this time from the food world. OK, I might be a little paranoid here but I think I can see the future in how McDonald’s sees the future and it scares me. Let me explain and then you can weigh in on my thinking.
What Mickey D has done is buy an Artifical Intelligence company. They intend to use the AI to adjust the menu in the drive-through as you pull up. The thinking is that these adjustments will cause you to buy more. You know – promoting cold drinks on hot days or suggesting items that are faster to prepare if the kitchen is in the weeds to keep food orders flowing. It gets scary when the menu changes as you order, suggesting sides after you order your burger.
Now you may see nothing wrong with this. After all, Amazon does this all the time. So does Netflix, suggesting things to you that you should find of interest based on your past behavior. That’s not scary until McDonald’s installs license plate readers and begins associating your food order with your vehicle. Of course, it’s also possible that they could obtain a listing of every device that was in their drive-through. By the hour. Cross-reference that to available phone directories and automobile registrations and NOW how do you feel?
It’s yet another step down the road to full surveillance capitalism, at least in my paranoid mind. There are benefits, no doubt, to McDonald’s, and I’m sure they will be followed by others (maybe even others buying their systems from McDonald’s AI company). Do you really think there are benefits to us, however? I think trust and privacy are going to become even bigger issues for consumers and regulators over the next 12 months and if you’re not thinking that way, you just might be making a mistake.
What happens when Mickey D sells their frequency of use data to the insurance company who then raises your rates because you eat fast food all the time? Sure, when you roll into The Golden Arches while you’re 250 miles from home, it might be nice that they already know what you’d like, but I’d rather have anonymity. You?
(Photo credit: Wikipedia)
Let’s end the week with a Foodie Friday screed about the embodiment of the old saying that “the road to hell is paved with good intentions.” To do so, I’m going to turn to one of our frequent subjects, McDonald’s.
While there are several ways the maxim can be interpreted, I’m focused on the meaning that even good intentions can bring about unintended consequences. That’s what happened when the fast-food king tried to improve things for their customers and, in so doing, made things a lot worse for their employees. As Bloomberg reported, the company is implementing new technology and pushing workers for faster delivery. While the intention is to help customers get in and out of the store quickly, the result is that it is breeding chaos in the stores as well as precipitating higher worker turnover. The unfamiliarity the staff has with the new systems, as well as the higher turnover, means that the food is actually taking longer to get served and drive-through times are increasing.
Another food example. Back in the 1970’s, catfish farmers introduced the Asian Carp into their breeding ponds. The idea was to keep the ponds clear of algae and plankton which would improve the health and quality of the catfish they were breeding. The carp, however, are aggressive and eat voraciously, eating up to 20% of their body weight in a day. They managed to escape the limited areas of the breeding ponds and have found their way to the Great Lakes via the Mississipi and Ohio Rivers where they are decimating native species of fish.
We have to consider even the most remote negative consequences as we put our well-intentioned plans in place. A zero-tolerance policy forbidding teachers from touching students? Great idea until a fight breaks out and teachers can’t step in. Putting a bounty on snakes to eliminate a health hazard? Wonderful, until people begin breeding snakes for the bounty (the Cobra Effect). In McDonald’s case, they had the best of intentions in reducing a friction point for their customers. They didn’t, however, fully consider the other possible consequences and that created a bit of a fail ultimately. Take the time to consider as many outcomes as you can and you’ll increase your chances of staying on the road to places other than hell.