Drive -Thru Performance Study

Since the 1970s, widespread use of drive-thru concepts by quick service restaurants (QRS), experimentation  to provide customers with the finest, efficient, and pleasant experience has widely taken place. Shaped by new technology and need for productivity, many chains now use dual lanes, confirmation boards, and wireless headsets.
A drive- thru performance study, by Insula Research, over the past fifteen years has charted the development and consumers expectations for a drive thru. Surprisingly, it is no longer speed in which customers demand.
Studying a set of permanent brands (benchmark brands), consisting of McDonald’s, Burger King, Chick-fil-A, Krystal, Taco Bell, and Wendy’s, they have discovered trends that have accounted drive thru success. One brand, which is alternated yearly, is also monitored. Statistics show an evolution in the drive thru industry and new developmental paths for success.
Checkout rate for customers have decreased in former years for multiple reasons. Speed is not the most important factor anymore. Consumers demand quality and accuracy, not necessarily speed. They want fresh warm food, while still obtaining it quickly. Healthier options also add on production time. Menu options are no longer simple and require careful construction.
Surging use of drive thru concepts have also dampened production time. The more cars waiting put a burden on employees, greatly influencing rapid service.
Chick-fil-A had a higher average by six cars compared to the previous year. Director of hospitality, Mark Moraitakis, has stated their intentions to reform their operation and implement dual-lanes. Specialty sandwiches furthermore add to the delay. The chicken chain does not want to suspend its quality for a higher turn out but aim to reform aspects around their stores to simplify the process.
Another objective is creating a dynamic team. Chick-fil-A trains employees to be attentive on a personal level, thus limiting errors and increasing productivity.
Other chains are also seeing the effects complex operations. Similarly to Chick-fil-A, eateries are devising strategies to improve time and maintain precision.
Taco Bell has taken a different approach on the issue. Since few customers do not complain about service speed, it concerns them little to try to accelerate the process. Their main focus is not serving a customer as quickly as possible, for fear that the overall experience is ruined.
Wendy’s has gone as far as using a separate grill for the drive thru section. This helps maintain freshness and ensures the fastest speed.
The main focus for chains has been balancing consumers demands. Carefully considering time, quality, and complexities has become their main concerns. A slight change in the menu can skew rates by seconds. Every aspect of the restaurant including layout, menu items, and employees have to be work uniformly to achieve drive thru success.
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