OTTAWA, ON – Intouch Insight, a leading customer experience solutions firm, has released its 25th Annual Drive-Thru Study in partnership with QSR Magazine. The milestone report analyzes the performance of 13 major quick-service restaurant brands: McDonald’s, Chick-fil-A, Burger King, Wendy’s, Taco Bell, KFC, Raising Cane’s, Popeyes, Dutch Bros, Tim Hortons, Starbucks, Dunkin’, and Arby’s.
The study reveals that while speed remains critical, the overall drive-thru experience has become far more complex. “The drive-thru is no longer just about speed. It has evolved into a digital fulfillment hub where each transaction is more complex,” said Sarah Beckett, Vice President of Sales and Marketing at Intouch Insight. “The question is now, ‘How can we design our drive-thru workflows and leverage technology to optimize for this new reality, while still maintaining efficiency?'”
This year’s findings underscore the profound impact of the human element. Friendliness was the single most important driver of customer satisfaction, which soared to 97% when service was friendly, compared to just 22% when it was not. Friendly interactions also correlated with higher order accuracy (89% vs. 70%) and faster service times by more than a minute and a half.
A special analysis of AI-powered ordering systems found that the technology improved service speed by an average of 22 seconds. However, it lagged behind human employees in accuracy, at 83% versus 87%, particularly with customized orders. When staff intervened to assist the AI, accuracy jumped to 95%, highlighting that a human touch remains essential to the process.
Different restaurant categories demonstrated distinct strengths. “Classic” chains like Taco Bell and McDonald’s were the fastest, while chicken-focused brands such as Chick-fil-A led in friendliness and overall satisfaction. Beverage chains like Dutch Bros excelled in order accuracy and ranked second in speed.
Among the top individual performers, Taco Bell was the fastest with an average time of 4 minutes and 16 seconds. Chick-fil-A and Dutch Bros tied for the highest customer satisfaction rating at 98%. Dutch Bros also led in accuracy with a 96% success rate, and Raising Cane’s was the top brand for food quality.
“This year’s study paints a detailed picture of an industry at a crossroads,” Beckett concluded. “The brands that are winning are the ones that understand this balance, using technology to streamline operations while empowering their teams to deliver a friendly, accurate, and memorable customer experience.”
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