Drive-Thru Study 2025

Speed is the heartbeat of the drive-thru and one of the strongest drivers of customer satisfaction. Even small shifts in total service time can change how customers perceive efficiency and shape their overall experience. This metric includes:

• Total time, service time, wait time, window time & time per car
  
• Average number of cars in line
• Impact of stations
• Year-Over-Year Trends
• Brand-to-brand performance comparisons

Accuracy is the cornerstone of customer trust, and mistakes carry more weight than just a missing item. Each error could possibly disrupt the experience, erode confidence, and make customers think twice about returning. This metric includes:

• Breakdown of inaccuracies
• Year-Over-Year Trends
• Brand-to-brand performance comparisons

It’s one of the most underused profit levers in the drive-thru. A well-timed upsell can raise check size, add value to the guest experience, and even speed up the flow when done right. In this study, we analyze when and how upsells are offered and the impact they have on both customers and operations. This metric includes:

• Frequency of suggestive selling by brand
• Timing of the upsell during the order
• Impact on service time
• Brand-to-brand performance comparisons

The drive-thru is only as good as the food that leaves it. Customers remember meals that arrive at the right temperature, are fresh, and are consistent. They are more likely to return to these brands that deliver on those expectations. This metric highlights how well each brand upholds quality under the pressure of the lane, focusing on:

• Taste and temperature of main items
• Taste and temperature of side items
• Year-over-year trends
• Brand-to-brand performance comparisons

The drive-thru is more than the sum of its parts. Speed, accuracy, and food quality all matter, but satisfaction ultimately comes down to how the entire experience feels. That’s why we paired overall satisfaction with a closer look at friendliness, because a genuine interaction can turn a routine stop into a lasting impression. This metric includes:

• Friendliness influence on other metrics
• Brand-to-brand comparison on satisfaction & friendliness
• Year-over-year trends

Automation is the newest player in the drive-thru, and this year’s study put it to the test by evaluating what makes automation unique. Here is what we measured:

• Comparison to employee-led ordering using the five core metrics
• Speaker clarity and order comprehension
• Customer sentiment toward AI interactions
• Human intervention requirements