6 Tips for Balancing In-Person and Drive-Thru Food Service

The drive-thru has become a cornerstone of revenue and convenience for many restaurants. However, a heavy focus on drive-thru efficiency often leaves in-person diners feeling overlooked.

Imagine walking into a popular café, ordering a latte, and waiting significantly longer than the cars zooming through the drive-thru lane. For some major quick-service chains like Starbucks, this scenario is all too common, and it shouldn’t be ignored: Former CEO Howard Schultz points to the worsening in-store experience as a big reason for the company’s disappointing sales.

When staff prioritize clearing car lines quickly, it’s usually at the expense of their in-store patrons.

This lack of attention and ambiance also works the other way around: According to the most recent QSR© Drive-Thru Report, how friendly employees are matters four times more to drive-thru guests than whether they get the order right.

Casual dining and fast food success is all about striking a delicate balance between two significant service channels.

An imbalance in resources, focus, and training can be a costly oversight for restaurants aiming to deliver exceptional hospitality. In a fast-paced industry where every guest matters, it’s important to maintain both drive-thru and in-person operations simultaneously.

A fast food revolution

The drive-thru was introduced in the 1940s to serve food quickly without requiring customers to leave their cars.

By the 1970s, fast food giants like McDonald’s and Burger King were perfecting the model, and the convenience revolution was in full swing. Today, drive-thru sales account for significant revenue in the quick-service industry.

With chains like Chick-fil-A, known for their famously efficient drive-thru systems, these services contribute significantly to their bottom line.

Yet, the drive-thru’s dominance can inadvertently disrupt service and food quality across the entire restaurant. Without careful planning, drive-thru efficiency can lead to neglected in-store experiences, creating a gap that restaurants must address if they want customers to return.

Delivering two distinct guest experiences

The key to success is creating a harmonious balance between two vital customer service channels. Here are six actionable strategies to facilitate a positive system for both:

1. Assign staff strategically

Proper staffing is essential to ensure both drive-thru and in-person diners receive top-notch service.

• Dedicated teams: Assign specific team members to each service channel. Having one group focused on drive-thru customers while another handles in-store customers can lighten the load and produce better results.
• Cross-training: Train employees to be versatile to switch roles during peak hours, ensuring seamless service when foot traffic or car lines surge unexpectedly.

2. Invest in technology

Leveraging technology can enhance efficiency for both drive-thru and in-store operations.

• Dual-point ordering systems: Consider implementing kiosks for in-store customers, which would reduce their wait times by allowing them to place orders independently.
• Order tracking screens: Use digital displays to update in-store diners on their order status, keeping them informed and reducing perceived wait times.

3. Streamline lobby operations

A clean, well-maintained dining area is just as important as fast service.

• Focused cleaning shifts: Schedule cleaning tasks and lobby spins during slower periods to avoid staff distractions when customer traffic is high.
• Self-serve stations: Simplify lobby operations by providing self-serve drink refills, condiment bars, or utensil stations, freeing employees to focus on more pressing guest needs.

4. Monitor wait times

Regularly track how long guests wait for service in both the drive-thru and the dining room.

• Set benchmarks: Aim to keep in-store wait times within a reasonable margin of drive-thru times. If drive-thru orders consistently take less time, re-evaluate workflow.
• Conduct observations: Periodically walk through the guest experience from both perspectives to identify pain points and address bottlenecks.

5. Facilitate communication across teams

Clear and consistent communication can prevent service pitfalls like long waits and frustrated employees.

• Daily briefings: Start each shift with a team huddle to set goals for both service channels and emphasize the importance of treating all guests equally.
• Real-time updates: Use headsets or messaging systems to inform staff about order volumes and adjust strategies as needed.

6. Prioritize quality control

Consistency is key to building brand loyalty, regardless of where guests order.

• Spot checks: Conduct random quality checks for food and beverages served in both drive-thru and dining areas to ensure uniform standards.
• Feedback loops: Actively solicit feedback from both drive-thru and in-person diners to identify areas for improvement and show guests their input matters.

The bottom line for service and satisfaction

Balancing drive-thru efficiency with in-store service is a challenge, but improving the varied aspects of food service is not impossible.

By strategically allocating staff, leveraging technology, and focusing on customer experience in both areas, restaurants can ensure every guest feels valued. A bonus to this service reboot is that employees will feel less stressed and more empowered to turn out smiles with their fresh and accurate orders.

Speed and convenience consistently take center stage now, so quick-service restaurants like fast food and casual dining would be wise to remember: a satisfied in-store customer is just as important as the car driving away with perfect order.

Achieving service balance is not just about operational efficiency; it’s about fostering a reputation that keeps guests returning–whether on foot or behind the wheel.