When was the last time you spent two hours at a McDonald's
restaurant? My goal is to get through the line in five minutes or
less and be on my way. Heck, I know one or two teenagers who were
hired at McDonald's—hamburger manufacturing jobs, some might say —and even they didn't last two hours there.
Yet McDonald's said yesterday it plans to offer wireless Internet connectivity in as many as 6,000 of
its domestic locations by the end of this year. For a rate of $2.95
for two hours, customers who take their own Wi-Fi-enabled computers
to McDonald's can download bits as well as burgers. There's also
talk of an "all you can eat" Wi-Fi plan for monthly subscribers. If
McDonald's is smart, it will make the monthly plan really cheap, and
make up the margins on burgers and fries.
Eventually, the wireless networks being installed at McDonald's
will allow new services like cashless payments, electronic newspaper
and magazine downloads, or music and video downloads. (Last month,
Sony cut a deal with McDonald's to promote Sony's forthcoming Sony
Connect music download service, a deal that now starts to make more
sense.)
Buy a Happy Meal, get a free Michael Jackson song. Who knows,
maybe they'll give a free two-hour Wi-Fi session with each
Supersized Value Meal. Neither Sony nor McDonald's are divulging
any details about possible cross-promotions.
McDonald's chose Wayport, a privately
held company in Austin, Texas, to install and manage the wireless
connections throughout the entire chain. There are more than 13,000
McDonald's restaurants in the United States; realistically not all
of them are candidates to become wireless hot spots. But many already are.
Even at 6,000 stores, though, the McDonald's and Wayport deal
would be the largest single-brand deployment of Wi-Fi hotspots in
the known world, easily surpassing the couple of thousand Starbucks
that now offer wireless connections. (Starbucks recently launched a
music download service at its stores, five songs for
$6.99 plus additional songs for 99 cents, or $12.95 per album.)
Hmm. Apple also cut a big music download deal with Pepsi earlier
this year to give away 100 million iTunes songs. I detect a trend.
Is this how the music industry plans to increase sales, through
sugar, caffeine, and fat? Can alcohol and tobacco be far behind?
Wayport was one of several wireless access companies that rolled
out pilot programs for McDonald's last year, and obviously
McDonald's enjoyed the experience. Wayport also provides wireless
access at many hotels, airports and other Road Warrior habitats
around the country.
Dave Vucina, Wayport's CEO, says the trend is now spreading from
business travelers to consumers, or "Windshield Warriors," as he
calls them—you know, folks who spend a substantial chunk of the
working day in the car or truck. Check under the car seats, and
you'll probably discover mummified French fries and wadded up
McDonald's wrappers. It's a brilliant alliance. It's not hard to
imagine a day when lots of McDonald's customers will carry Wi-Fi
based PDAs; laptops; game devices; or, with the rise of Voice Over
IP systems, even Wi-Fi-based phone or communications devices.
Still, I can't imagine parking myself at a McDonald's for two
hours. Two minutes, maybe. We'll soon see if McDonald's customers
like the combo meal of fast food and fast Internet.