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Burger and a movie?


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http://media.washingtonpost.com/wp-dyn/images/I3891-2003Jan02L'>

 

McDonald's Corp. has put a fast-food twist on dinner and a movie, installing DVD-rental machines outside some of its restaurants, the latest move in its efforts to attract more customers.

 

The fast-food chain has planted 14 of the machines in the D.C. area -- from Bowie to Fredericksburg, Va. McDonald's has four machines in the San Francisco area, but the Washington area is its largest test market. Recently, the company has started other trial ventures, opening traditional sit-down restaurants in Indiana and including yogurt and other snacks made by General Mills Inc. and other non-McDonald's companies on its menus.

The machines, called TikTok DVD Shops, accept only plastic payment and charge customers 99 cents to $1.50 per day. Customers can keep the movies for up to a week, or two weeks in some cases.

 

Those who don't return a movie on time are charged the entire cost of the DVD.

 

"Over the next couple of years the company needs to focus on its core business and improve that," Barish said. "You will see fewer of these types of ventures. They've said in the past that they will try to leverage their real estate by looking at non-food efforts but, given the problems its core business has had, this will probably remain a small test."

 

Earlier this week, at a McDonald's on Crain Highway near Route 50, a group of teenagers stopped to ogle the more than 200 movie titles in the 9-foot-tall, red-and-blue machine before going in to order dinner.

The suburban McDonald's DVD shops have not attracted the kind of protest that arose after the company launched another of its TikTok shops in the District's Adams Morgan neighborhood. The TikTok Easy Shop, at 18th and California streets NW, dispenses a wide variety of goods -- including olive oil and toilet paper. The robotic convenience store, which like the DVD shops is unmanned and open 24 hours, sparked a community debate.

Now, he's dusting off his warehoused machines and selling them to retailers interested in taking the plunge into machine-operated retailing. His vending machines, which now sell DVDs and CDs, have been bought by a movie theater owner in Utah and a music-store proprietor in Los Angeles. Folger said that after using automated teller machines and shopping online, he thinks consumers are ready to shop via machines.

"It all really started with ATM machines but instead of dispensing money it dispenses product," Folger said. "Computerization in America is so common now that it's less intimidating. The machine tells you what button to press and when to press it."

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