Final answer:
McDonald's uses 'mystery shoppers' to assess the quality of service and operational efficiency in its stores. This process enhances marketing intelligence by providing a customer's perspective on service-related aspects.
Step-by-step explanation:
The practice used by McDonald's to send pseudo customers to assess stores' internal speed standards is known in the industry as employing 'mystery shoppers'. This approach allows companies to gauge the quality of service and operational efficiency from a customer's viewpoint. Mystery shoppers visit the store pretending to be regular customers but are actually gathering information on a variety of factors such as cleanliness, staff behavior, service speed, and compliance with company standards. These insights help businesses improve their services by identifying areas that require attention and raise overall marketing intelligence.