Reimaging the drive-thru model means rethinking what we already know as a norm. A lot has changed in the past two years in the restaurant industry. The industry transitioned from being dine-in-dominated to exponential growth for drive-thru lanes. Quick service restaurants and their drive-thrus made a vast impact accounting for almost 90 percent of sales amid the pandemic disruption.
In no time, the traditional drive-thru got a makeover. The vast usage of drive-thru lanes opened opportunities to enhance overall customer experience and focus considerable time on technology – contactless payments, digital menu boards, personalization, robust headsets, digital timers, multiple lanes, and much more.
The chase to stay competitive doesn’t stop here. QSR operators are continuously testing multiple strategies to formulate a new drive-thru model that will dominate. This includes artificial intelligence (AI), data optimization, redesigning infrastructure, and focussing on mobile. Let’s delve further into these new strategies.
Focus on Mobile Ordering
The original concept of ‘one-customer at a time’ at a drive-thru lane works well in an ideal scenario. But now, with high traffic, large orders, or indecisive customers at these lanes can significantly slow down the flow for customers, creating a bottleneck for quicker deliveries.
Mobile technology has the potential to amplify the speed and convenience of any drive-thru restaurant. Restaurant operators are building on this new technology to serve customer needs better.
Much like online ordering, a mobile drive-thru allows restaurant operators to collect customer order history and frequency data. It opens more channels for customer feedback, targeted marketing campaigns, and even geo-fencing possibilities.
Chains like Chick-Fil-A are pairing curbside pickup with unique mobile app integration. Upon a customer pulling up, they can type “I’m here,” and a staff member will deliver their food with no contact. Making it convenient for customers to order online or via the mobile app, Chick Fil A also encourages contactless ordering and payment. (Presto 2020)
Artificial Intelligence (AI) and Voice Ordering
The traditional US drive-thru lane is not the only thing that needs revamping. The way customers are served at fast-food chains requires an update too. Several drive-thru restaurants are testing artificial intelligence systems to customize suggestions for individuals who pull up to the menu board.
Some are experimenting with new AI systems that allow drive-thrus to take orders in the drive-thru lane instead of a human entering a manual order. These intelligent drive-thru speakers would communicate with drive-thru boxes and drive-thru windows. Voice ordering could be the answer to offering the quickest, most frictionless experience.
For instance, McDonald’s recently revealed that it is trying out automated order-taking technologies at ten drive-thru restaurants in Chicago. It is also looking to add more automation to kitchen fryers and grills in the next few years. (Lucas 2021)
Order Ahead for Faster Order Times
A faster drive-thru has a competitive advantage. Order-ahead takes that extra pressure off the drive-thru window, encouraging customers to order through an app. It’s a way for fast food chains to build loyalty with rewards and exclusive offers and learn more about their customers.
McDonald announced in the previous years that it was testing express lines and dedicated pickup spots for customers who placed digital orders. KFC is looking to introduce a drive-thru alternative called Quick Pick-Up. (Wiener-Bronner 2021)
Burger King also unveiled new restaurant designs with similar areas and walk-up order windows. It is also building prototypes with more drive-thru lanes. (Wiener-Bronner 2021)
The Future is Here
Most Americans felt safer and comfortable ordering their favorite food from a drive-thru in the recent past. Drive-thrus became more crucial than ever, and it seems like the trend will continue. As we move forward, futuristic models and prototypes emerge in every corner of quick service.
The drive-thru restaurant industry can expect to see more technology innovations ahead as operators find exciting ways to reimagine and live up to consumers’ expectations.
We also believe that the growth of any restaurant, especially those with a drive-thru, ultimately boils down to quick service, quality food, and one enthusiastic team pushing for a positive customer experience. If drive-thru restaurants continue to deliver on these pain points, they are sure to gain market share.
About BSC
At BSC, we give you a competitive edge. New business relies on creating efficiencies and optimizations. We sell and service drive-thru communications, POS systems and timers from leading manufacturing brands like HME, PAR, and Panasonic. Our offerings include electronics, installation and repair of wired and wireless communications, as well as technical customer support.
For more information, visit bsctx.com or contact us at (281) 590-3400.
Works Cited
Presto, Staff. “Major Chains Reimagine the Drive Thru Model.” Presto, 2 Dec. 2020, presto.com/2020/11/16/major-chains-reimagine-the-drive-thru-model/.
Lucas, Amelia. “McDonald’s Is Testing Automated Drive-thru Ordering at 10 Chicago Restaurants.” CNBC, CNBC, 2 June 2021, www.cnbc.com/2021/06/02/mcdonalds-tests-automated-drive-thru-ordering-at-10-chicago-restaurants.html.
Wiener-Bronner, Danielle. “Drive-Thrus Are All Screwed up. Here’s What It’ll Take to Fix Them.” CNN, Cable News Network, 21 Nov. 2021, edition.cnn.com/2021/11/21/business/drive-thru-slow-times.
