Foodservice continues to evolve, and the definition of value for many diners has shifted. While the benefit of drive-thrus was originally a speedier experience, these days, convenience is even more important to consumers. Today’s diners value food quality most (45 per cent), followed very closely by convenience (44 per cent), and speed (34 per cent) finishes the top three factors when choosing where to eat. With convenience stores expanding their hot food offering to compete with restaurants, simplifying the experience should be part of successful operators’ business strategy.
Visits to traditional fast-food and fast-casual brands are declining, with 36 per cent of diners visiting grocery chains more frequently, and 33 per cent increasing their visits to convenience stores. In fact, 44 per cent of diners say convenience stores provide better quality food than many fast-food and fast-casual chains. “Nobody is going through a drive-thru because they’re in a hurry. If they’re in a hurry, they’re mobile ordering,” said Jim Bitticks, CEO of Dave’s Hot Chicken to QSR Magazine.
Restaurant operators with a drive-thru need to prioritize convenience to increase traffic and boost the bottom line, by considering these adjustments to their operations:
- Adding a dedicated line for mobile orders will help to minimize congestion, reduce wait times, and offer a smoother experience for mobile customers.
- Opting for order automation can help with accuracy – if it’s done correctly. Customers can get frustrated with technology that malfunctions, is cumbersome to use, or offers an awkward interaction, and that can increase drive-thru wait times. Easing into it can help customers adjust and give you the time to fix any glitches early.
- Knowing that speed isn’t the first priority of your drive-thru guests allows you the opportunity to focus on high quality instead. Over 50 per cent of fast-food consumers say consistent food quality matters more than variety, so while LTOs are important, quality matters more. Focus on appropriate labour, inventory management, and putting protocols in place that ensure consistent delivery to your guests.
The drive-thru experience is evolving and operators who adopt practices that support those changes will increase their value, build loyalty, and maximize their margins.
