When looking over the results of the 2007 Drive-Thru Performance Study, there can be a sense of déjà vu. The results in the speed category of the annual study are almost identical to several of the prior years’ results. And, as is the case most years, there was quite a bit of movement in the accuracy category—except, of course, for Chick-fil-A, which once again finished atop the rankings.
Still there were slight changes. In 2007 the industry saw continued advancements and incorporation of technology at the drive-thru. Among those advances are the following:
Payment Options: Contactless payment tests at Arby’s and McDonald’s let customers pay for meals by tapping a card on a reader.
Messaging Opportunities: Digital menu and customer order display units are making it easier to impart topical and timely messages to customers.
Sound Systems: Digital sound systems equal clearer and faster communication between the customer and the crew member, improving order accuracy and speed of service.
Demand Forecasting: Knowing how much food to prepare through demand-forecasting programs means restaurants can better control food costs and service times.
Operational and communication system changes are likely to expand at a rapid pace because of the acceleration of technological advancements. In fact, there might come a time when your favorite chain restaurant starts filling the bag with your usual meal as soon your car is spotted in the drive-thru loop. This is thanks to the advent of loyalty card programs and electronic payment acceptance and the historical data they gather. But that’s the future, and the 2007 Drive-Thru Performance Study is concerned with what’s happening now.
Speed of Service
Four of the 2006 top-five finishers in the speed category finished in the top five again this year—and Wendy’s top finish didn’t change. Last year’s fifth-place brand, Burger King, fell to sixth in 2007, replaced by Long John Silver’s, although its average service time took just more than three seconds longer (138.2) than it did in 2006, when moving a car through the loop took an average 135.1 seconds. In 2005, Wendy’s was averaging 135.7 seconds. Checker’s average service time increased from its 2006 mark but was still good enough to place the brand second (152.5). Taco Bell (163.1) and McDonald’s (166.6) again finished third and fourth, respectively.