The Drive-Thru Keeps Growing (Literally)
A new Chick-fil-A concept store offers six-second meal prep and a four-lane drive-thru. After all, we live in a fast-paced, impatient world, and getting your food faster without leaving your car is a common practice these days.
During the pandemic, the drive-thru became a regular part of our lives. Operators now realize that this model can save them millions in real estate and labor. Plus, millions of consumers would rather stay in their vehicles than spend the energy and time navigating retail or restaurant locations. It’s also a huge convenience for consumers with young kids or pets.
The drive-thru sector for a wide range of MULO (multi-location) brands is booming. According to the “Drive-Thru Food Market” report:
“The sector is anticipated to reach $14.17B by 2031, with a remarkable CAGR of 6.86% from 2024 to 2031, increasing from $8.9B in 2023.”
Some of the latest innovations (in addition to the expansion of lanes) include:
- Health-conscious food options and sustainable food production
- Digital options for marketing
- Unique, high-quality flavors
Brands are also looking for ways to expedite service and improve personalization.
A study by Alcrelec, reported by Fast Casual reveals:
“For quick service restaurant (QSR) brands and owners/operators everywhere, the pain points of a blocked drive-thru journey can affect consumer satisfaction with your brand, lengthen a customer’s Total Time in Lane (TTL), and translate to millions of dollars lost per year. In fact, we’ve found even a 10 second reduction in service time can equal a 3% increase in vehicle count and 4% increase in profit.”
Some cities have cracked down on drive-thru locations for various reasons, despite the huge economic potential of the “stay in car” movement.
Among the technologies being incorporated into drive-thrus are:
- Enhanced online and mobile ordering and payment
- Kitchen automation and robotics
- Digital menus (driven by AI)
- Sensors and mobile apps that personalize the drive-thru experience, making recommendations for re-orders and upsell
- Dynamic menus based on inventory, seasonality, and supply chain
Retailers and service businesses must monitor what savvy restaurants are doing and how they are innovating because many of the concepts apply to other industries.
A recent study revealed that close to half (47%) of U.S. consumers avoid going to a store without a drive-thru. Twice as many people prefer using the drive-thru to going in-store (28% vs. 14%).
For more trends about brick-and-mortar and technology innovations, join us at Street Fight LIVE 2024 in Chicago. (You’ll have to get out of your vehicle, but it will be worth it!)
