With multiple lanes and vertical concepts, is the future of drive-thru disruption coming in early? It sure looks bright, with 57% of respondents to a QSR study stating that they would order from fast-casual restaurants more often if more had drive-thru lanes.
The concept and operations of drive-thru lanes have been pretty much the same since its inception, and it took a pandemic to find out that people are looking for more. They want fast service, a contactless ordering experience, a customized menu, hygienic food, and quicker payments. In short, they want an enhanced customer experience that drives them to return.
Restaurant owners had a chance to restructure their business model quickly, and adopting new technologies could speed up the transition.
Therefore, adding multiple drive-thru lanes sounded feasible to address consumers’ changing choices. Will it add to the experience or become a bottleneck in the growth? Only time and customers can tell.
What’s New in Drive-Thru Format?
Restaurant operators are investing heavily and diversifying, too – adding multiple lanes, reducing dining room footprints and adding more open space, or using AI and geofencing to offer a personalized and smooth ordering experience. The impact of the lockdown and pandemic has been profound, and owners are now rethinking restaurant operations and design.
Let’s see what some popular QSR chains are doing to elevate the customer experience.
Taco Bell – Vertical drive-thru lanes
Taco Bell recently introduced a new two-story concept named Taco Bell Defy. It features four drive-thru lanes on the ground level with a kitchen on the second level where orders are prepared to send in the lane below for pickup.
The other three lanes are for mobile or delivery order pickups, enabling a quick “skip the line” promise for customers ordering via their app and third-party delivery services. One traditional lane supports on-site ordering and pickup. (Ryan 2021)
Chick-fil-A
The chain is currently testing an “Express Drive-thru” lane for customers who want to order ahead on the Chick-fil-A app. (Schmidt 2022)
According to QSR magazine’s Drive-Thru Study in 2021, more consumers wanted to place drive-thru orders with an employee walking alongside their vehicle as against a speaker/pay window. Then, Chick-fil-A designed a check-point system where customers could be greeted and served hospitality at different stops – from ordering to payment to meal delivery. (Klein 2021)
Burger King
Burger King displayed two new ‘Restaurant of Tomorrow’ designs, including triple drive-thru lanes, dedicated parking spots, and lockers for mobile orders. (Ryan 2021)
It also installed its proprietary ML (machine learning) “Deep Flame” system on its exterior digital menu boards. It allows the chain to offer personalized menu items based on the time of day or the temperature. (Hensel 2021)
McDonald’s
In 2019, McDonald’s purchased Dynamic Yield, a startup that uses “decision logic” technology which lets the chain switch up menu items based on factors like time of day, weather, drive-thru times, regional menu item popularity, and more. (Hensel 2021)
What Lies Ahead
Technological advancement paired with human operations can shape the progressive future of drive-thru restaurants. While adding multiple drive-thru lanes promises to offer faster service turnaround, order accuracy, and upsell, we feel customers still want to get the best experience through human interaction too.
The restaurant staff interacting personally with the walk-in-customers at drive-thru lanes or the team in the kitchen rolling out personalized orders are significant value adds to the business. Imagine the wonders it can do to restaurants’ ROI when it aligns with robust technology.
The good news is that restaurants no longer have to spend millions of dollars to install new technology at their outlets – front operations or back office. Digital innovation has made it more affordable, and those forward-looking restaurants grabbing the opportunity have found the recipe to elevate customers’ experience.
BSC Understands Your Business Needs!
At Business Sound & Communications (BSC), we understand restaurants’ need to stay competitive in the business. We can give you a competitive edge. We sell and service drive-thru communications, POS systems, and timers from leading manufacturing brands like Panasonic, HME, and PAR.
We also offer various cost-effective digital signage solutions, including promo boards, Mood TV for QSR, Satellite TV, and video walls
Our offerings include electronics, installation and repair of wired and wireless communications, and technical customer support.
For further information, visit our website or contact us at (281) 590-3400.
Works Cited
Ryan, Tom. “Are Four Drive-thru Lanes Better than Two?” RetailWire, 16 Aug. 2021, retailwire.com/discussion/are-four-drive-thru-lanes-better-than-two/.
Schmidt, Ann. “Chick-Fil-A Tests Express Drive-thru Lanes Nationwide. Here’s How It Works.” Fox Business, Fox Business, 27 June 2022, www.foxbusiness.com/lifestyle/chick-fil-a-tests-express-drive-thru-lanes.
Klein, Danny. “The Future of Fast-Food Drive-thru Arrives Early.” QSR Magazine, Sept. 2021, www.qsrmagazine.com/reports/future-fast-food-drive-thru-arrives-early.
Hensel, Kelly. “The Restaurant of the Future: Drive-thru Disruption.” IFT.org, 5 May 2021, www.ift.org/news-and-publications/food-technology-magazine/issues/2021/may/features/the-restaurant-of-the-future-drive-thru-disruption.
