Special Report | October 2016 | By Sam Oches

Inside Dunkin’ Donuts’ Drive-Thru Strategy

Sales volume skyrockets—nearly 25 percent—at locations with a drive thru.
Dunkin’ Donuts/©RMA Photography

There’s no denying the impact a drive thru can have on sales. Just look at Dunkin’ Donuts: Scott Murphy, senior vice president of operations for the coffee-and-treats chain, says 59 percent of traditional Dunkin’ locations have a drive thru, and those units have 23 percent higher sales volume than other traditional locations.

But drive thrus at chains like Dunkin’ Donuts, where a large amount of the business spins through the outdoor lane during the breakfast daypart, also require consistently fast service. Murphy says speed is vital at Dunkin’ Donuts, and that doesn’t change even as menu items become more complex per consumer demand.

“It is important to us that even premium menu items and more complex menu items don’t disturb the speed of service at the drive thru, which is why we place great emphasis on training in all of our restaurants to ensure our guests are receiving the best quality and service possible,” he says.

Dunkin’ enhanced its drive thru this year with On-the-Go Ordering, an addition to the chain’s mobile app that allows guests to place an order up to 24 hours in advance, select a location, and then confirm when they’re ready to pick the order up at the drive thru.

“On-the-Go Ordering is a key example of our efforts to provide guests with an enhanced experience, and as we continue to look for ways to distinguish our brand, drive-thru consistency and convenience will be something we focus on,” Murphy says.

Add new comment