That figure was 79 percent last year and 75 percent in 2020. Seventy-eight percent of customers picked convenience as their No. In fact, one is holding fort while the other ebbs. So it bears asking what are diners giving restaurants credit for at the drive-thru today, and why is that shooting satisfaction higher? When asked what the top two reasons they choose to order using the drive-thru were, per this year’s study, guests picked “Convenience” and “Speed of Service.” Similar to last year’s edition, it’s become crystal those factors aren’t tied at the hip any longer. And it was billed as more convenient for guests and restaurants alike. The original In-N-Out Burger-1948 in Los Angeles-is likely the longest-running given Red’s closed in 1984, while Jack in the Box, come 1951, boasts the definition of the first drive-thru-focused chain to open as such, which it did at a time when car culture lit up the landscape.īut semantics aside, the concept was straightforward at creation-provide a counter to the carhop service consumers were familiar with. The late Red Chaney’s Red’s Giant Hamburg claims the title, although loose-meat sandwich chain Maid-Rite says the same (a year later in 1948). The first drive-thru sprung up in 1947 on Route 66 in Springfield, Missouri. Perhaps the best way to illustrate it is to go back in time again. In Search of the Perfect Drive-Thru Restaurant What’s Next for the Fast-Food Drive-Thru Menuboard? How the Pickup Window has Changed the Drive-Thru Game Taco Bell’s Gravity-Defying Restaurant is the Future of Fast Food What’s also visible is this rising sentiment owes a good deal to technology.Ĭustomers Pick Their Favorite Drive-Thru Chains This year’s QSR® Drive-Thru Report surveyed more than 1,000 consumers who had visited at least one drive-thru in the previous 30 days. “Insights from the survey responses have revealed an upward trend in satisfaction, indicating that customers are more likely to return to our restaurants,” he says. Of late, the same line revealed by the QSR® Drive-Thru Report continues to flash. The burger chain adopts an “always on” approach highlighted by its Voice of Customer satisfaction survey, as well as employee and social feedback. chief operations officer, has seen this clearly in recent data. Upgrades such as better signage, sanitation, and, of course, technology, were ticks guests had been waiting for.ĭeepak Ajmani, Wendy’s U.S. And customer behavior was hardly disrupted the way it was five-plus decades ago. If anything, the COVID stabilizer has become the industry’s most innovative arena. It’s why brands, from Wendy’s to Chipotle to Applebee’s, haven’t dialed back in light of cafes reopening across America. Consumers today, according to the survey portion of the 2022 QSR® Drive-Thru Report, are more satisfied with their drive-thru experience than at the peak of the pandemic. In some ways, the COVID-19 era feels the paradox of this 52-year-old page in fast-food history. In 1970, Dave Thomas introduced what’s generally labeled the first modern drive-thru, a feature the Wendy’s luminary coined the “Pick-Up Window.” It was so revolutionary guests needed instructions on how to talk through the speaker to place an order.
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