Taking the Drive-Thru Experience in a New Direction

Employee efficiency and technological advancements have helped drive-thru dining evolve into the streamlined process it is today. Although drive-thrus have come a long way, fast food restaurants continue to seek better methods to deliver hungry guests the convenience they’re craving.

Artificial intelligence has taken center stage across numerous industries, and the restaurant industry is no exception. Taco Bell and KFC have toyed with the technology, utilizing AI for personalized guest experiences and backend data.

The latest development in drive-thru practices involves McDonald’s Automated Order Taker pilot, which recently implemented AI to handle drive-thru orders. The test proved there are kinks to work out – guests complained that unwanted products were added to their orders (among other issues), but the attempt sheds light on how much drive-thrus have transformed since their humble beginnings.

Serving Americans, Saving Time

Drive-thru dining first popped up at an In-N-Out Burger in 1948. Its inception stems from the original drive-in, where customers stayed in their cars while being served by carhops. These servers delivered food on trays that clipped to open car windows, and eventually traded in their shoes for roller skates to make the process even faster.

What began as a window delivery system took flight, and after In-N-Out, other major chains like Jack-in-the-Box and Wendy’s built drive-thrus, too. McDonald’s was late to the game, not implementing their first drive-thru until the mid-1970s.

According to History (formerly History Channel), throughout this mid-century period companies experimented with technologies like “Aut-O-Hop, Dine-a-Mike, Electro-Hop, Fon-A-Chef and Ordaphone” – all some form of speaker systems that allowed customers to place orders from the comfort of their automobile, minus the carhop.

Speaker systems still play an important role in guest communication. Maintaining audio and headset equipment is something restaurants would be mindful not to skimp on. But there is so much more to consider now when it comes to communicating in a digital world.

Humans + Technology = A Winning Strategy

As technology advances, it seems humans are playing a smaller role in drive-thru service. They are still, however, an essential part of quality control. Employees can correct problems with digital ordering and check orders for accuracy. They can also handle guests’ issues with more grace than a robot.

Machine learning can remember customers’ likes and dislikes, suggest new menu items, and can even track pizzas. However, we are not ready for AI to take total control. In fact, it’s easier to look at this technology as a teammate freeing up staff to connect with guests on a deeper level, allowing them to oversee the drive-thru experience in a way they never have been able to before.

It takes a combination of professional development and digital resources to create a smooth drive-thru process. Here are practices from both sides of the coin that help make any drive-thru a top destination for diners on the go.

• Invest in visual boards that confirm orders in real time. It gives guests a chance to correct mistakes before time and money are wasted on preparing the wrong meal.
• Create a role that is dedicated to checking order accuracy before the food gets handed over. This is especially important if ordering is automated through an AI voice assistant.
• Timers help employees manage time, but they can also push staff to race the clock and forget about interaction. Encourage positive and polite interactions.
• AI can help with many facets of the drive-thru, including after guests drive off. Look into programs that analyze orders, predict trends, and help with inventory management.
• Stock service areas before each shift. Precious seconds can be wasted as employees run to the back for a new box of ketchup packets or napkins.
• Regular maintenance of drink, ice and dessert machines helps avoid disappointing guests and missing chances for additional revenue.
• One of the biggest time-draining activities is guests deciding on what to get. Provide easy-to-read menus – leave out overwhelming descriptions. Get employees’ input.
• Clean the outside area Have employees check for trash or potential hazards. Stay on top of paint touch ups and signs that need replacing or updating.
• Embrace technology that provides detailed customer data. Some apps ask for customer feedback, so whatever guests provide can improve future service.

Invest in a well-rounded staff. Callouts and staff shortages are inevitable, so train every person to perform every type of drive-thru role, whether it’s taking orders, food prep, handoff or stocking. Reward standout employees – don’t overwork them because they get the job done faster than their colleagues.