Rapid Fill Mug Program Fails (at more ways than you might think)

[unkadug]

This is a wonderful economics lesson!

Forgive me, but I see a big similarity between RapidFill and MM+; they're both giant technological hammers being used to kill metaphorical flies, and Disney is putting metaphorical holes in the metaphorical drywall with their swings and misses.

Hypothetically speaking

 

[SirLink]

I guess I just have more faith in Tom because he actually shows that he cares about the parks a lot more than Jay ever did, or maybe it's just wishful thinking on my part that he didn't know about this program and that if he did know about it, he'd have killed it.

Actually I agree, out of all the strategic planning group, Staggs feels more and more a lot like early Eisner. It does help though that Staggs is both a)personable and b)actually has a personality ...

 

[englanddg]

Maybe it's just me, but I find the whole Freestyle system overrated.

I've tried them in Atlanta when they first came out and now they seem to everywhere they probably should not be.

It would be neat if there was more choices in your BASE drink....but who really cares if you can get a raspberry Diet Barq's Rootbeer or an Strawberry flavored Orange Fanta.

Personally, I agree. They are neat at first, but get old quick. They also break down a lot (though, that's gotten much better).

You forget, I live in Atlanta. I remember when these went into testing in 2009.

I wasn't suggesting that the Freestyle system would be a great idea for Disney, per se. However, having more choices of base drinks (including flavoured Dasani choices and the "zero" products) would be a huge improvement.

My point was more that the time and money invested in making RapidFill could easily have gone into some system (like Freestyle) that could at least be argued as an improvement for the Guests (even with issues) instead of strictly an overbearing cost control hyped as a "guest benefit".

 

[WDWDad13]

I have never understood why they don't just charge a smaller amount to RESUSE an old refillable resort mug. I have a cabinet overflowing with those stupid things and I don't need or want anymore

The other issue is I think they are too small and if you fill it with ice you get hardly and soda or tea

 

[TubaGeek]

FYI, Universal has been using a version of the freestyle machines in their parks that use a similar RFID system to RapidFill and it works much more effectively.

I think that's because Universal follows the "KISS" system: keep it simple, stupid.

 

[Next Big Thing]

I think that's because Universal follows the "KISS" system: keep it simple, stupid.

Better simple than to over-complicate things and insult the customer at the same time.

 

[luv]

An unnecessary and expensive tech thing isn't working well? Color me shocked.

Raise the hotel rates $1.00/day and give the pop away.

 

[disney4life2008]

Wow! I suspect a similar report within the the next 9 to 18 months about fpplus. Rapid fill is tied to mmplus as it is part of the package. this entire package will be a failure for Disney.

 

[culturenthrills]

As usual, TDO is picking up pennies as dollars fly over their heads.

 

[C.FERNIE]

I just don't understand how they could not make this work and how management can just get away of turning them off? If they have spent all this money on this system the managers should try to find away of making it work!

 

[Next Big Thing]

I just don't understand how they could not make this work and how management can just get away of turning them off? If they have spent all this money on this system the managers should try to find away of making it work!

Well, if it truly is LOSING money, why wouldn't the manger turn it off? Every location is a business and businesses are about making money. If those businesses aren't making money, the manager is the first person TDO will look to to fire because he must be doing something wrong if it's losing money, right? Why should a manager have to get fired because of a corporate mistake?

 

[jlsHouston]

It seems that the Rapid Fill Secure Refillable Mug Program is failing at an astronomical rate for Disney (and for guests).

As you may know, the program was designed to combat the rampant soda-theft occurring at the resorts and increase the perceived value of "un-locking the soda fountains."

It was somewhat successful at first... but here's what is happening now.

First, Disney is paying an extra 5 cents per cup for an RFID sticker to be pre-attached to most cups going to the resorts. So, the cup cost went up, not just for the mugs, but for all cups. You'd think that they'd be able to re-coup the cost through the additional mug sales. Unfortunately, that's wrong too. You see, a lot of the mugs "sold" are already paid for via the Disney Dining Plan, (If you get any Dining Plan, it includes mugs for your family) so they really aren't loosing anything if the guests staying have a meal plan and want to reuse old mugs, but they have to get new ones now, which only costs the company money. (The average person wouldn't factor in the value of the mugs into the dining plan, I know I wouldn't.)

Second, at the deluxe resorts, many managers have gotten so fed-up with the system that they just turn it off. This means that Disney paid for the system to be installed, but it works so badly that the managers don't want to deal with it. The system is actually costing them money... why? Well, that brings us to...

Third, guests have discovered that only the soda is on lock down. That's too bad, no more cheap soda refills for free for old mugs. But what's this? The hot chocolate machines aren't locked down? Ooooo. That's right, the hot chocolate consumption has gone up tremendously after Rapid Fill was installed. And hot chocolate costs a lot more per cup than soda. The smarter managers have disabled their rapid fill sensors on the soda machines (mostly just at deluxe resorts) and started saving money on hot chocolate costs alone because guests would rather have cheap soda, but when the soda isn't available, hot chocolate works just fine. It's not just chocolate too. It's the coffee, tea, and juice that also isn't locked down with the sensors. (I'll admit none of those cost as much as hot chocolate, though the juice might come close)

Forth and Finally, guests just don't enjoy using the program, many have a hard time using it, and the bases that check for the RFID in the cup just splash the soda all over. It's something that you have to get used to after a couple of times, it's not as intuitive as it should be. Plus, some people are wondering why on earth this wasn't just tied into your magic band?

Anyway, the bottom line is that the Rapid Fill program is rapidly robbing Disney of profit in a way they couldn't have predicted, most likely because the team who tested the program had no idea what they were doing to themselves. They should probably all be demoted. No doubt you'll see changes soon.

ohohohohoh, THIS update just made my morning, I may very well hustle some money together and take the kids and I back to WDW for spring break. I went at Thanksgiving sans a dining plan for the first time and tried the TIW card instead and I bought us these mugs with the unlimited refills!. OMG at WL the sensors worked okay, but at GF hardly ever!!

Oh, I am ready to toss cups with sensors out and go back to the old honor system. Yes people will snag a few free drinks here and there but honestly sodas are so cheap, I'd rather pay another 5 bucks a night on my room for unlimited drinks than deal with those sensors.

Oh this is wonderful news.

 

[The Mom]

Disney is also assuming that everyone has a certain level of "tech savvy" which may not be true.

I experienced this when I went to vote, and got stuck behind someone who couldn't figure out how to "sign" his ballot via screen - something I do frequently when using my credit card. It took several tries for him to finally get it, although I suspect the majority of people here would have no problem.

I have a neighbor in his late 40s who has never owned or used a computer except with help! MM+, rapidfill, etc would all be a problem for him, because he is a technophobe.

I know that I could do a lot more with my smartphone, but I choose not to do so. My children were able to make the transition much faster. But I still know contemporaries who do not text, even though I've explained how convenient it is, especially if you want a quick response.

Disney did not take these people into account, despite the fact that many have a lot of disposable income.

 

[jlsHouston]

I know I may get slammed for this, but please don't compare MyMagic+ with the Rapid Fill system. To my knowledge, two completely different non-associated teams worked on the projects, hence why they are completely independent of each other. (For better or worse.) I honestly believe that MyMagic+ is a good concept with heavily flawed execution. RapidFill is a bad concept to begin with, with half-done execution.

Okay, I will TRY not to blame MM+ but it seems rather ironic that both rolled out practically at the same time. And for me it is disturbing the emphasis leadership at the WDW parks is putting on wringing more out of guests regardless of what they take away from that guests experience.

 

[jlsHouston]

Disney is also assuming that everyone has a certain level of "tech savvy" which may not be true.

I experienced this when I went to vote, and got stuck behind someone who couldn't figure out how to "sign" his ballot via screen - something I do frequently when using my credit card. It took several tries for him to finally get it, although I suspect the majority of people here would have no problem.

I have a neighbor in his late 40s who has never owned or used a computer except with help! MM+, rapidfill, etc would all be a problem for him, because he is a technophobe.

I know that I could do a lot more with my smartphone, but I choose not to do so. My children were able to make the transition much faster. But I still know contemporaries who do not text, even though I've explained how convenient it is, especially if you want a quick response.

Disney did not take these people into account, despite the fact that many have a lot of disposable income.

Boy is that the truth, my boyfriend has no debit card...and plenty of disposable income. The computer is great for email and he has figured out how to download his pictures of deer and other wildlife onto the computer from the camera he has set up at the deer stand but still has issues opening attachments.

My mother spent the past 20 years doing computer billing for a doctor's office but still has a flip phone....

And a lot of people simply don't want to use "technology" for the task of eating and drinking. I'm the last person who wants a fuss and a mess trying to get a soda with small ones in tow when you are hungry and trying to get everyone fed and off to more activity.

 

[JimboJones123]

I have never understood why they don't just charge a smaller amount to RESUSE an old refillable resort mug. I have a cabinet overflowing with those stupid things and I don't need or want anymore

The other issue is I think they are too small and if you fill it with ice you get hardly and soda or tea

Or offer a recycle program. A buck or two to recycle at the end of the trip on a Disney gift card.

 

[jlsHouston]

An unnecessary and expensive tech thing isn't working well? Color me shocked.

Raise the hotel rates $1.00/day and give the pop away.

I vote with you

 

[YankeeMouse]

We stayed at Coronado Springs in early December and the rapid fill seemed to be disabled there as well. We bring old mugs for water and use lemon when available. I admit I did hit the soda a couple of times when I realized it was disabled but I looked around like a bank robber, tremendously self-conscious!

 

[flynnibus]

First, Disney is paying an extra 5 cents per cup for an RFID sticker to be pre-attached to most cups going to the resorts. So, the cup cost went up, not just for the mugs, but for all cups. You'd think that they'd be able to re-coup the cost through the additional mug sales. Unfortunately, that's wrong too. You see, a lot of the mugs "sold" are already paid for via the Disney Dining Plan, (If you get any Dining Plan, it includes mugs for your family) so they really aren't loosing anything if the guests staying have a meal plan and want to reuse old mugs, but they have to get new ones now, which only costs the company money. (The average person wouldn't factor in the value of the mugs into the dining plan, I know I wouldn't.)

The system still limits consumption... and if the program didn't account for the DDP sales with some offsetting revenue accounting - well then that's a loss they would have already accepted. Ensure guests can reuse RFID mugs and that leakage should shrink over time.

Third, guests have discovered that only the soda is on lock down. That's too bad, no more cheap soda refills for free for old mugs. But what's this? The hot chocolate machines aren't locked down? Ooooo. That's right, the hot chocolate consumption has gone up tremendously after Rapid Fill was installed. And hot chocolate costs a lot more per cup than soda

Something tells me mother nature will fix that for them come a few months

 

[flynnibus]

And, why do I say they are know-nothings? Well...lets just look at RapidFill. Anyone who has any sort of hands on operational experience would have laughed this right out of the room.

Not really.. one can argue the trade offs may be worth the gain.

Look at how the OP says the system is failing - by only half implementing it (leaving open dispensers right next to throttled ones) and by 'sins of my father' by a previous choice to give away a product without revenue accounting. Neither are problems with the technology or concept - it's problems with Disney.