Interestingly, at those restaurants where the researcher made a purchase using a credit card, the average service time was 178.2 seconds. At those restaurants where the researcher paid with cash, the average service time was 193.2 seconds. Although the difference was not consistent enough to be attributed solely to payment method, it is noteworthy. Given the revenue and profitability implications of speed in the drive thru, it would seem worth a much closer look for franchisees who are interested in saving time with little more effort than a technology shift.

In related research conducted by Insula, card transaction effectiveness and speed relies on crew training. Specifically, when the crew was familiar with card acceptance it appeared to save time, presumably because there was no need to count change. But when the crew was not familiar with card acceptance, transaction times slowed because they had to find a manager or experienced crew member to guide them through the process.

Overall, average service times increased from 184.7 seconds during the 2008 study to 190.5 seconds this year. In light of the increase in other vehicles in line this year, speed of service appears to be relatively consistent with what studies revealed in the past.

Accuracy

Turning attention to order accuracy, Chick-fil-A finished as the most accurate chain in 2009, fulfilling 96.4 percent of this year’s orders accurately. This is consistent with its first-place finishes of 97.1 percent last year and 95.2 percent accuracy in 2007. In second place was Jack in the Box at 94.7 percent (compared to Culver’s at 95.2 percent last year), and coming in third from No. 5 last year was Krystal at 94.4 percent order accuracy. Taco Bell was next at 93.1 percent, which moved it all the way up from 13th in 2008. Whataburger rounded out the top five at 91.8 percent, which was a tremendous improvement from the 87.4 percent accuracy rate it posted in the 2008 study.

Overall order accuracy was down slightly to 90.3 percent this year from 91.6 percent in 2008. Interestingly, there was a slight decrease in accuracy at the top with Chick-fil-A compared to last year but an apparent improvement at the bottom. This year’s least-accurate chain, Popeyes, delivered 84.8 percent of its orders accurately as compared to last year’s 82.2 percent posted by Church’s, which placed last.

Compared to 2008 when all but seven chains had accuracy rates of 90 percent or better, this year’s study found that 12 chains hit accuracy rates of 90 percent or higher.

Beverage-related issues are again the most problematic item related to order accuracy. While less than half of 1 percent of drink sizes and flavors were inaccurate, 1.32 percent of beverages were missing from the orders altogether, 1.12 percent of drinks were delivered without straws, and 1.93 percent of drinks ordered without ice were delivered with it. Rally’s was the only chain to deliver a straw with every beverage. Checkers and Jack in the Box were the only two chains that delivered a drink with every order.

Jack in the Box, Whataburger, and White Castle delivered the correct main item with every order. White Castle and Chick-fil-A were the only chains to provide a napkin and correct change with every order.

Communication

Chick-fil-A had the best communications, with 99.5 percent of interactions rated as “clear and understandable.” White Castle’s 2009 accomplishment of 97.6 percent would have been good enough for first place just about any other year but landed it in second this year. Rounding out the top five were McDonald’s, Hardee’s, and Rally’s (the latter two tied). Overall the 2009 average was 93.6 percent clear communication compared to 91.5 percent in 2008.

Despite Popeyes’ improvement to 81.5 percent “clear and understandable” interactions this year from 80.5 percent in 2008, it still placed last in this category both years. Likely not a coincidence, the chain also placed last in order accuracy this year and next to last the year before.

Menuboard

In 2008, 100 percent of Krystal units visited had menuboards that were considered clean and well maintained. This year that distinction went to Whataburger. In addition to Whataburger’s 100 percent, Checkers and Rally’s both finished this year with more than 99 percent of their menuboards rated as clean and well maintained. McDonald’s and White Castle rounded out the top five, while Popeyes trailed the field at 89.4 percent. Overall 96.3 percent of the restaurants met that standard.

Friendly Service

The friendliest service in the country this year appears to have been delivered by employees at Chick-fil-A. Nearly 45 percent of Chick-fil-A interactions included service with a smile, eye contact, and a pleasant demeanor including saying “please” and “thank you.”

Despite Chick-fil-A’s impressive record, at nearly 21 percent of the total restaurants surveyed crew members at the pay window failed to thank the researcher for his business. And at more than 35 percent of the restaurants, researchers did not have the impression that service was provided in a pleasant demeanor. Perhaps one reason for this impression is the fact that in less than 40 percent of the interactions, crewmembers said “please” when asking for payment.

Some chains certainly did better than others in the customer-service category. Customers at Jack in the Box, closely followed by Whataburger, were most likely to get thanked for their business. Jack in the Box was also the only chain to say “please” to researchers in more than 50 percent of their interactions. Chick-fil-A associates appeared the happiest to serve, as nearly 86 percent of its window associates provided service with a smile.