New data from Technomic suggests that fast-casual diners are beginning to expect drive-thrus at restaurant locations, similar to the standard that has been established with quick-service restaurants. Some even say they would dine elsewhere if there wasn’t a drive-thru option.
The “Future of LSR: Fast food and fast-casual” survey found that nearly half (45 per cent) of fast-casual diners say they now place orders at the drive-thru, the same percentage who say they order at the counter.
Now, among fast-casual customers, 22 per cent consider drive-thrus to be a must and say they will dine elsewhere if they’re not available, Technomic found. Another 35 per cent also said they expected drive-thrus at fast-casuals, although they wouldn’t go as far as to head elsewhere or stop visiting the restaurant if there wasn’t one.
In addition, a quarter of fast-casual customers said they expect their drive-thru usage to increase, while 51 per cent said they expected it would stay the same.
Restaurant Business Online notes that fast casuals were conceived as a higher-end alternative to fast food, with elevated fare and service. Per Technomic, the segment has grown to be worth US$53.1 billion. That is still less than a quarter of all quick-service sales, but represents significant growth.
The technological advancements accelerated by the pandemic have blurred the lines between quick-service and fast-casual chains, and the presence of order-ahead pick-up lanes in the segment has proliferated over the last two to three years.
Fast-casual diners are looking for both convenience and a dining experience, and providing both to a high standard will be imperative for fast-casual restaurants now and in the future. More than one in four (27 per cent of) fast-casual customers said they were looking to treat themselves and the same percentage said they “feel good about eating the food at these restaurants,” compared to just 16 per cent of fast-food patrons.
Fast-casual customers are also more willing than most to endure price increases. The average U.S. fast-casual order is now US$12, up $2 since 2020, while the average spend at a fast-food restaurant is now $9, up $1 from 2020, Technomic found. Fast-casual customers said menu prices would need to increase 15 per cent for them to decrease their visits, compared to 10 per cent for QSR consumers.
