Drive Thrus的进化

How QSRs are Redefining Speed,Service and Customer Experience By Abigail Klianis Drive-thru service has always been a cornerstone of the Quick Service Restaurant (QSR)model, offering speed, convenience, and accessibility. But in recent years, drive-thrus havetransformed from a secondary sales channel into the heart of QSR operations. This evolution THE FUTURE STATE: SEAMLESS, SUSTAINABLE, AND PERSONALIZED The future of the drive-thru is an experience that feels almost invisible; frictionless, intuitive, Imagine pulling in and having your preferences recognized instantly. Your order is suggestedbefore you ask. The menu adapts dynamically to weather, time of day, and your past choices.Operations run with precision; throughput increases without overwhelming staff. AI handles As automation enhances orderaccuracy, reduces wait times,and streamlines production, “For restaurants, the challenge will beachieving operational and financialgoals without compromising the Donovan Neale-May,Founder of the CMO Council This is the next era of QSR.And it's closer than mostpeople realize. HOW WE GOT HERE: FROM SINGLE LANE TO STRATEGIC GROWTH Before 2020, the drive-thru experience was fairly basic across brands with single-lane layoutsand human-only ordering, static menu boards that changed infrequently, analog headsetsand basic POS systems. While these setups may have delivered some degree of efficiency, Then came the pandemic. Healthconcerns, mobility restrictions, and aheightened demand for convenience "By the end of 2021, drive-thru salesaccounted for over half of QSRcustomer traffic share, and even full- Today, nearly 75% of restaurant traffichappens off-premises, and chainsfrom McDonald’s to Panera are re- THE CURRENT STATE OF QSR: TECH-DRIVEN EFFICIENCY Technological adoption in the drive-thru space has expanded rapidly. Restaurants aredeploying multi-lane configurations, tandem order points, and AI-powered voice assistantslike Wendy’s “FreshAI” and McDonald’s automation pilots. Dynamic digital menu boardsnow adjust in real-time based on time of day, weather, or even a customer’s ordering history, These innovations allow restaurants to streamline operations, reduce wait times, and providetailored recommendations that mimic the sophistication of e-commerce. For operators,technology offers new levels of data visibility, from peak order patterns to SKU-level insights. PERSISTENT PAIN POINTS Even with AI, digital signage, andimproved layouts, some frustrationsremain constant. Order accuracycontinues to be a pain point, withthe industry average hovering at86%, meaning 14% of orders contain Technology gaps persist as well, with AI voice systems misinterpreting unusual or complexrequests, while some customers miss the human element entirely. As Johann Westhuizen, Co-Founder and CEO of uKnomi, an AI-powered drive-thru marketing As brands continue integrating more automation into their drive-thru ecosystems, the realdifferentiator will be how well operators ensure that technology augments human teams using AI, predictiveanalytics, and automationto remove friction forstaff, freeing them tofocus on hospitality,problem-solving, andbuilding genuine guestrapport. In other words,the future of the drive- “When you think about all of thisautomation (AI in the drive-thru, kiosks,mobile ordering) many people still missthat human interaction. AI can empower Johann WesthuizenCEO of uKnomi CUSTOMER PRIORITIES: THE EVOLVING DRIVE-THRU EXPERIENCE From the customer's perspective, the modern drive-thru is about more than speed. It's acarefully curated experience that combines convenience, clarity, and reliability. Customersexpect orders to be processed quickly without sacrificing accuracy, with clear audio and Consistency in food quality is critical, even during peak periods, because reliability drives At least 50% of fast-food consumers say consistent food quality matters more than variety;and a larger share (~90%+) rate food quality among the most important factors overall. Technology plays a dual role: when implemented thoughtfully, it enhances the experiencethrough real-time order updates, personalized offers, and easy payment options; whenmisaligned, it becomes a source of frustration, slowing down service and undermining RESTAURANT PRIORITIES: EFFICIENCY, THROUGHPUT, AND LOYALTY For restaurants and operators, the drive-thru represents both an operationalchallenge and a strategic opportunity.Priorities focus on increasing throughput,maximizing average ticket value, and Beyond efficiency, drive-thrus are alsoa tool for building loyalty and repeatbusiness. Positive experiences drive word- retention, which are critical in a competitive market. When technology and processes alignwith customer expectations, the drive-thru becomes a powerful engine for growth, balancingspeed, accuracy, and operational control. Conversely, misalignment, such as complicated FINAL THOUGHTS Gravitas Consulting CEO, Kapil Nagpal,sha