Expanded test of in-restaurant TV channel aims to engage customers, but the service has its costs
Editor's note: This story has been updated with responses from McDonald's. McDonald’s’ expansion of a test of an in-restaurant television channel in California could generate potential benefits but at a high cost, according to one industry expert. While McDonald’s stands to boost its dine-in business by encouraging customers to linger longer over McD TV, Leo Kivijarv, vice president of research for PQ Media LLC, an expert on “digital out of home” networks, ...
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