The pandemic has expedited technological innovations for the restaurant industry, including in the drive thru. Tools that once seemed like future fantasies—like mobile ordering and AI—are suddenly becoming commonplace.
Mobile ordering, in particular, has completely changed the relationship between the customer and the restaurant brand, especially during the pandemic. But not everybody is whole-heartedly embracing mobile solutions for off-premises dining.
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Which ordering models will take on added frequency? Which are considered most accurate?
Here’s what consumers think about these opportunities in general, and how much they anticipate using mobile ordering solutions to fulfill their quick-service purchases, from QSR’s® 2020 Drive-Thru Study.
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Methodology: The FoodserviceResults team conducted a comprehensive, nationally representative survey of drive-thru consumers in the U.S. using an online survey sample. Participants in the research were screened for frequency of use as well as numerous demographic characteristics in order to ensure that the respondent base was reflective of the U.S. drive-thru market. Leveraging insights from numerous industry experts, the finalized survey was completed among 1,007 drive-thru consumers during fieldwork. To ensure a relevant respondent base was achieved, all participants were screened to include those who had at least one drive-thru occasion in the last 30 days. An extensive cross tabulation of the respondent sample data was conducted in order to identify major trends, demographic/behavioral themes, and other nuances in the data.
What customers want from drive-thru tech today and into the future
Artificial intelligence helping make decisions when placing order
Overall: 14 percent
Gen Z: 21 percent
Millennials: 23 percent
Gen X: 14 percent
Boomers: 6 percent
See the entire 2020 QSR® Drive-Thru Study here.
More extensive digital signage
Overall: 20 percent
Gen Z: 7 percent
Millennials: 16 percent
Gen X: 20 percent
Boomers: 25 percent
See the entire 2020 QSR® Drive-Thru Study here.
Ordering system that remembers my last order
Overall: 24 percent
Gen Z: 28 percent
Millennials: 26 percent
Gen X: 25 percent
Boomers: 21 percent
See the entire 2020 QSR® Drive-Thru Study here.
Ordering system that remembers me and my preferences
Overall: 30 percent
Gen Z: 21 percent
Millennials: 37 percent
Gen X: 32 percent
Boomers: 22 percent
See the entire 2020 QSR® Drive-Thru Study here.
Carhops, placing order from car
Overall: 36 percent
Gen Z: 28 percent
Millennials: 39 percent
Gen X: 31 percent
Boomers: 38 percent
See the entire 2020 QSR® Drive-Thru Study here.
Automated technology detecting car arrival, pre-order brought to car
Overall: 36 percent
Gen Z: 31 percent
Millennials: 43 percent
Gen X: 35 percent
Boomers: 31 percent
See the entire 2020 QSR® Drive-Thru Study here.
Mobile ordering options
Overall: 38 percent
Gen Z: 34 percent
Millennials: 42 percent
Gen X: 41 percent
Boomers: 32 percent
See the entire 2020 QSR® Drive-Thru Study here.
Contactless payment options
Overall: 42 percent
Gen Z: 48 percent
Millennials: 43 percent
Gen X: 41 percent
Boomers: 41 percent
See the entire 2020 QSR® Drive-Thru Study here.
Mobile ordering preferences (how much guests expect to use the following via mobile)
Third-party delivery
Very likely: 32 percent
Not sure: 26 percent
Not likely: 42 percent
See the entire 2020 QSR® Drive-Thru Study here.
Direct delivery
Very likely: 41 percent
Not sure: 28 percent
Not likely: 32 percent
See the entire 2020 QSR® Drive-Thru Study here.
Curbside pickup
Very likely: 45 percent
Not sure: 28 percent
Not likely: 27 percent
See the entire 2020 QSR® Drive-Thru Study here.
Fast-casual drive-thru
Very likely: 45 percent
Not sure: 29 percent
Not likely: 26 percent
See the entire 2020 QSR® Drive-Thru Study here.
Quick-serve drive thru
Very likely: 50 percent
Not sure: 24 percent
Not likely: 26 percent
See the entire 2020 QSR® Drive-Thru Study here.
Future ordering frequency (how guests anticipate their visit frequency in drive thru, curbside pickup, and delivery to change in the next 12 months)
Third-party delivery
More frequently: 13 percent
Same: 34 percent
Less frequently: 17 percent
Not applicable: 36 percent
See the entire 2020 QSR® Drive-Thru Study here.
Direct delivery
More frequently: 16 percent
Same: 49 percent
Less frequently: 13 percent
Not applicable: 21 percent
See the entire 2020 QSR® Drive-Thru Study here.
Fast-casual drive thru
More frequently: 18 percent
Same: 63 percent
Less frequently: 12 percent
Not applicable: 7 percent
See the entire 2020 QSR® Drive-Thru Study here.
Quick-serve drive thru
More frequently: 21 percent
Same: 69 percent
Less frequently: 10 percent
Not applicable: 0 percent
See the entire 2020 QSR® Drive-Thru Study here.
Curbside pickup
More frequently: 22 percent
Same: 45 percent
Less frequently: 15 percent
Not applicable: 17 percent
See the entire 2020 QSR® Drive-Thru Study here.
How accurate are these staples and newcomers?
Third-party delivery
Almost always accurate: 29 percent
Occasional mistakes: 25 percent
Frequently inaccurate: 6 percent
Not applicable: 41 percent
See the entire 2020 QSR® Drive-Thru Study here.
Curbside pickup
Almost always accurate: 46 percent
Occasional mistakes: 26 percent
Frequently inaccurate: 5 percent
Not applicable: 23 percent
See the entire 2020 QSR® Drive-Thru Study here.
Direct delivery
Almost always accurate: 47 percent
Occasional mistakes: 24 percent
Frequently inaccurate: 4 percent
Not applicable: 25 percent
See the entire 2020 QSR® Drive-Thru Study here.
Quick-service drive thru
Almost always accurate: 49 percent
Occasional mistakes: 42 percent
Frequently inaccurate: 9 percent
Not applicable: 1 percent
See the entire 2020 QSR® Drive-Thru Study here.
Fast-casual drive thru
Almost always accurate: 50 percent
Occasional mistakes: 31 percent
Frequently inaccurate: 5 percent
Not applicable: 14 percent
See the entire 2020 QSR® Drive-Thru Study here.