The fast-food industry is evolving, especially in drive-thru service. A recent study has revealed key insights into the performance of various brands based on speed, accuracy, and customer satisfaction. Conducted by Intouch Insight and QSR magazine, this year’s 25th Annual Drive-Thru Study evaluated 13 popular fast-food chains across three categories: classic, chicken, and beverage.
Key Findings from the Drive-Thru Study
Between June and July of this year, trained evaluators made over 2,000 undercover visits to assess the drive-thru experiences. Their findings indicate that the average drive-thru time was five minutes and 35 seconds, slightly slower than previous years. Notably, when excluding new entrants to the study, times improved by three seconds.
Taco Bell and Chick-fil-A Insights
- Fastest Drive-Thru: Taco Bell led with an average wait time of just four minutes.
- Highest Customer Satisfaction: Chick-fil-A ranked first despite being the slowest drive-thru.
- Accurate Orders: Dutch Bros achieved the highest accuracy rate, followed closely by Chick-fil-A and Raising Cane’s.
The results highlight a trend where drive-thrus are transforming from quick-service outlets into complex “digital fulfillment hubs.” The challenge now lies in balancing speed with operational effectiveness and customer interaction.
Performance Across Categories
The study observed different trends in three distinct categories:
- Classic Fast Food: This segment, which includes chains like Burger King and Taco Bell, delivered high accuracy but ranked lower in customer friendliness.
- Chicken Fast Food: This category saw high satisfaction and food quality yet recorded the longest wait times.
- Beverage Chains: Establishments like Starbucks and Dutch Bros demonstrated a strong balance between speed and accuracy.
Across all 13 brands, the study reported an average order accuracy of 87%, food quality ratings of 97%, and overall customer satisfaction at 91%. Dutch Bros stood out not only for speed but also for customer contentment.
Impact of AI in Drive-Thru Services
This year’s study also included an analysis of AI-driven drive-thrus. The findings indicated that while AI services were quicker, they lacked the personal touch of human staff. AI-operated locations averaged a service time of three minutes and 53 seconds compared to four minutes and 15 seconds for human-staffed ones.
However, AI systems showed slightly lower order accuracy at 83%. When human staff provided assistance with AI orders, accuracy improved significantly. Sixty-two percent of errors arose from issues stemming from special requests or unavailable items.
Conclusion
The report suggests that combining speed, friendliness, and technological advancements will be crucial for brands aiming to thrive in the competitive drive-thru landscape. Customers are clearly seeking efficiency, but they also appreciate a warm interaction.
