Read the following case and answer the questions below.

McDonald’s

When a customer drives up to the speaker box at someMcDonald’s drive-throughs, their order is placed with an employeelocated in a distant call center. The order, along with aphotograph taken to the match the customer with the order, is theninstantly displayed on a video screen in the food preparation areaof the restaurant where the order is placed.

Brainerd, Michigan – Ellie Feld pulled into thedrive-through lane at McDonald’s the other day, craving a doublecheeseburger. As she leaned out of the window of her Chevy Blazerto place her order through a speaker box, Feld was greeted by thefriendly voice of an order taker she thought was working inside.Not even close. Four states away in a Colorado Springs, CO callcenter, “Linda” recorded Feld’s order and flashed it onto acomputer screen inside the kitchen of the Brainerd McDonald’s. Lessthan 2 minutes later, Feld drove away, a smile on her face and aburger in hand.

In these McDonald’s test sites, the drive-through turnaroundtime improved by 20 seconds and orders contained fewer mistakes.“In most McDonald’s you’ve got someone to take the order, make thechange, and go get the food – you’ve got somebody doing threethings,” said Glenn Cook, owner of Brainerd McDonald’s. “Here,someone is sitting at the call center and they have nothing else todo. They are not multi-tasking.”

Question-1 (60 pts)

As a service company, McDonald’s includes their customers in theproduction process. How do customers participate? What aspects oftheir production process are tradable? How does customerinvolvement limit the tradability of inputs and finished goods?Limit your response to 300 words.

Question-2 (40 pts)

Why has McDonald’s opted to utilize call centers for ordertaking? Limit your response to 200 words.