McDonald’s is testing a new advertising format that could place promotions from other companies on digital menu boards at its drive-thru restaurants. The ads would appear after customers have submitted their orders, while they wait for the cars ahead to move forward.
The trial targets the otherwise idle time between ordering and collecting a meal. It is limited to selected company-owned restaurants, although the digital boards are installed outside thousands of McDonald’s locations.
Ads after the order
McDonald’s describes the initiative as a test of post-purchase content that may be helpful, relevant or interesting to customers. The company also says the restaurant experience will remain the focus of each visit.
For the business, the experiment creates another potential advertising revenue stream at a time when sales are stagnating. Customers are eating out less amid concerns about high prices, low wages and food quality. McDonald’s is also looking at improvements to its menu and overall quality, but the advertising trial offers a way to generate income from time customers are already spending in the queue.
Another screen competing for attention
Drive-thru customers could soon find themselves watching promotions for products and services from unrelated brands while waiting for their meals. The approach reflects a broader push to turn everyday pauses—and increasingly, every available screen—into commercial space.
For arcade enthusiasts, the idea raises a familiar question about attention: when does a screen add useful information, and when does it simply fill waiting time with advertising? The same balance matters when choosing an arcade machine for a home, venue or games room.
Those comparing formats can start with RETROCADE’s arcade machine buying guide, while smaller rooms may suit compact bartop arcades. Owners planning a restoration or upgrade can also browse arcade parts.
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