#Canada #Ottawa #Drive-Thru #Intouch Insight #QSR Brands

Insights from the 25th Annual Drive-Thru Study

In the ever-evolving landscape of quick-service restaurants (QSRs), recent findings from Intouch Insight's 25th Annual Drive-Thru Study shed light on crucial aspects of customer experience, satisfaction, and operational efficiency. This comprehensive evaluation partners with QSR® Magazine and reviews 13 major QSR brands, including household names like McDonald's, Chick-fil-A, and Taco Bell. Led by Sarah Beckett, Vice President of Sales and Marketing at Intouch Insight, the results signal both challenges and opportunities characteristic of today's drive-thru interactions.

Key Findings

Speed Remains Central

In an analysis measuring total time taken for drive-thru experiences, the average duration improved by three seconds from 2024, now resting at 5 minutes and 9 seconds for classic fast-food chains. Taco Bell, along with other established brands like McDonald's and Burger King, showcased remarkable speed, proving that timely service is still an essential component of customer satisfaction.

Importance of Friendliness

One critical revelation from the study is the significance of friendly service. When customers experienced an amiable interaction, their overall satisfaction soared to an impressive 97%, compared to a meager 22% when service fell short of warmth. This finding both highlights the importance of interpersonal skills in the service sector and encourages brands to prioritize employee training aimed at enhancing customer interactions.

Effective Communication

A noteworthy aspect highlighted in the study relates to communication quality. Clear speakers and accurate order-taking not only contribute to a smoother process but also minimize total waiting times by up to 1 minute and 25 seconds. Brands that invest in effective communication mechanisms tend to deliver a more efficient and satisfying experience to customers.

Segment Performances

The study categorized the QSRs into different segments: Classic, Chicken, and Beverage. Each segment showcased unique strengths:

• - Classic Chains (Taco Bell, McDonald's) delivered the fastest service but received lower friendliness scores.
• - Chicken Chains (Chick-fil-A, KFC) excelled in both friendliness and overall satisfaction, underscoring their ability to connect with customers personally.
• - Beverage Chains (Dutch Bros, Starbucks) achieved a good balance of speed and accuracy, often ranking high in multiple metrics.

AI and Technology in the Drive-Thru

A fascinating addition to this year's study involved analyzing 120 AI-enabled orders at select QSRs utilizing Voice-AI ordering systems. While these technologies streamlined service times to 3 minutes and 53 seconds, they encountered challenges in maintaining accuracy (83% vs. 87% accuracy of traditional methods). This emphasizes that, despite advancements in technology, the human touch remains critical to customer satisfaction. Cooperation between AI systems and staff members showed a dramatic accuracy increase to 95% when personnel assisted in the order process, showcasing the importance of human oversight in technological implementations.

Top Performers by Segment

The study assessed QSR brands against core metrics, declaring:

• - Speed Leaders: Taco Bell, KFC, and Tim Hortons.
• - Top in Satisfaction: Chick-fil-A and Dutch Bros.
• - Accuracy: Featuring Dutch Bros and Chick-fil-A.
• - Food Quality: Raising Cane's, scoring a perfect 100%.

Conclusion

As the QSR industry continues to adapt, Intouch Insight's findings offer valuable insights into what drives customer loyalty and satisfaction. The 2025 drive-thru study underscores the necessity of balancing speed, technology, and the warmth of customer service. Brands that recognize this equilibrium are set to thrive in an increasingly competitive landscape.
To delve deeper into the full findings, visit Intouch Insight Drive-Thru Study.