Fast-food drive-thru lanes have experienced a significant shift in customer behavior, as more individuals are opting for the convenience of ordering from the comfort of their cars. However, an annual study conducted by Intouch Insight reveals that despite the increase in drive-thru popularity, there has been a decrease in the overall time spent in these lanes. This critical analysis aims to delve deeper into the study’s findings and explore the underlying factors driving these changes.
According to the Intouch Insight study, the average time spent in drive-thru lanes has decreased by 29 seconds. This decrease can be attributed to shorter wait times to place orders, which were 25 seconds shorter compared to the previous year. Additionally, the average number of cars in line to place orders has also significantly dropped from 2.76 to 1.27, indicating a reduced demand for in-car ordering.
The study included popular fast-food chains such as Arby’s, Burger King, Carl’s Jr., Chick-fil-A, Dunkin’, Hardee’s, KFC, McDonald’s, Taco Bell, and Wendy’s. Taco Bell, KFC, and Carl’s Jr. emerged as the fastest chains in terms of overall drive-thru times. However, when considering the ratio of average total time to the number of cars in line, Chick-fil-A, McDonald’s, and Wendy’s outperformed the aforementioned chains. This suggests that although Carl’s Jr. and Yum Brands’ Taco Bell and KFC were quicker individually, they had fewer customers in line.
The study also shed light on the impact of the pandemic on drive-thru lanes’ demand. With the onset of the pandemic, customers shifted from ordering inside to utilizing drive-thru lanes. This trend persisted even after fast-food restaurants reopened their dining rooms. As a result, there was increased pressure on employees to assemble orders quickly and accurately. In response, fast-food chains introduced solutions like curbside pickup to address this newfound demand.
Despite the resurgence of in-car ordering, many diners have transitioned to online ordering or using self-order kiosks inside restaurants. This shift in behavior has allowed customers to bypass the traditional drive-thru lane, eliminating potential wait times altogether. Consequently, it has become imperative for restaurant companies like McDonald’s and Chick-fil-A to enhance their services and reduce errors to cater to this evolving consumer preference.
To adapt to the changing landscape of fast-food drive-thru lanes, some chains are embracing technological advancements. For instance, various restaurants are experimenting with artificial intelligence software to streamline the ordering process. Furthermore, some companies are constructing new locations equipped with multiple drive-thru lanes to accommodate higher volumes of customers. These innovative approaches aim to optimize operational efficiency and enhance the overall customer experience.
Intouch Insight’s mystery shoppers visited two restaurants for a deeper understanding of drive-thru performance. One of the locations was a test McDonald’s restaurant outside Fort Worth, featuring an order-ahead lane and a traditional drive-thru lane. The other was a Taco Bell in Brooklyn Park, Minnesota, with one drive-thru lane exclusively for delivery drivers and customers who ordered ahead, in addition to a traditional lane. Interestingly, both these test locations outperformed their respective brand’s overall service times by approximately a minute. Moreover, the Taco Bell restaurant achieved a higher order accuracy rate than the chain’s average, while the McDonald’s location fell short in this aspect.
The Intouch Insight study provides valuable insights into the changing dynamics of fast-food drive-thru lanes. While the popularity of in-car ordering has dipped, the rise of online ordering and self-order kiosks signifies a shift in consumer preferences. Fast-food chains must continue to adapt and invest in innovative strategies to meet the evolving needs of customers. As the landscape of drive-thru lanes continues to transform, the challenge remains for restaurants to strike a balance between speed, accuracy, and convenience.