I'm afraid to report that you have also abused the term "scalable". You have instead described something normally called the Marginal Product of Labour (MPL). I believe the claim in the OP is to the effect that Groupon's MPL is flat or even declining and have to concur with the assessment that a high-touch business model requires huge technological support to remain competitive.
Indeed your own example, McDonalds, is a prime example of this. They are not particularly notable as a human business, rather they represent a case study in very high efficiency supply chain management and process optimisation.
I don't disagree that a strong and skilled front line enables enduring customer relationships and opens many doors. But the recommendation - to do so with a clear eye for efficient processes & systems - is exceedingly sound.
I thought McDonalds was a real estate and leasing company? McDonalds only owns about 15% of its restaurants, it doesn't have as many employees as you think.
Indeed your own example, McDonalds, is a prime example of this. They are not particularly notable as a human business, rather they represent a case study in very high efficiency supply chain management and process optimisation.
I don't disagree that a strong and skilled front line enables enduring customer relationships and opens many doors. But the recommendation - to do so with a clear eye for efficient processes & systems - is exceedingly sound.