Redefining the Drive-Thru: Technology's Role in Enhancing QSR Efficiency

From AI and automation to digital ordering systems, there are contemporary ways to improve drive-thru operations.

Greg Erickson, National Account Manager at STANLEY Access Technologies

2/5/2025

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Drive-thrus have been a go-to feature for quick-service restaurants (QSRs) since 1947 offering customers the speed and convenience they crave. For many, it’s a make-or-break element when choosing where to dine—almost half of Americans will simply avoid going to a business that doesn’t have a drive-thru rather than face entering an establishment. However, as customer expectations rise and QSR operations become more complex, the traditional drive-thru model is beginning to show its weaknesses. Issues such as long wait times, staffing shortages, and inconsistent service emphasize the need for a new, tech-driven approach.

Where Traditional Drive-Thrus Are Falling Short

The traditional drive-thru model has been dependable for many years, but it comes with its limitations. As consumer expectations grow – from shorter wait times to more accurate service - QSRs are under increasing pressure to enhance efficiency, minimize errors, and provide a better experience with fewer staff members. Long wait times, staffing shortages, and inconsistent service are causing frustration for both customers and employees.

As demonstrated by customer expectations, the demand for fast service is higher than ever, but many QSRs are struggling with staffing challenges. Attracting and keeping employees is tough, especially with the fast-paced, high-pressure environment that comes with the job. Even though the 2024 QSR Drive-Thru Report shows some improvement, with service time reduced by 14 seconds from the previous year, traditional drive-thru operations are falling short. So, what’s the solution? Many QSRs are turning to technology to answer this question.

Given this shift to more advanced drive-thru solutions, QSRs that don’t lean into technology may find themselves falling behind their more innovative competitors. From AI and automation to digital ordering systems, there are contemporary ways to improve drive-thru operations. By embracing these tools, QSRs can streamline service, reduce the strain on staff, and ultimately enhance the customer experience.

Solving Staffing Challenges

One of the biggest benefits of smart technology is its ability to assist with staffing challenges. By implementing automation, QSRs can operate with fewer employees while enhancing the speed and accuracy of service.

Smart Kiosks and Digital Ordering: These kiosks are changing the game for drive-thru operations. They allow customers to place orders quickly and accurately, cutting down on errors and speeding the process up. With fewer order-taking tasks, staff can focus on other things like food prep. Plus, the kiosks can even upsell items, helping boost revenue.
AI-Powered Ordering: AI is starting to take over drive-thru ordering, and it’s proving to be more efficient than human employees. A collaboration between SoundHound and Church’s Texas Chicken found that AI can handle more than 90% of orders with better accuracy than human staff (who typically hit around 80-85%). Beyond just speeding things up, AI can also learn customer preferences and make personalized suggestions, enhancing the overall experience.
Integrated Payment Solutions: Tech is also expediting payment processing. Mobile wallets and contactless cards make transactions faster, safer, and more convenient. By minimizing delays during payment, these technologies streamline service flows and boost customer satisfaction.
Combo Drive-Thru Window/Doors: This integrated solution combines windows and doors into a single streamlined system, optimizing service delivery. By reducing unnecessary movements and simplifying workflows, employees can process orders more efficiently. This improvement leads to faster service, enhanced customer satisfaction, and smoother operations. For employees, the streamlined process decreases stress, fostering a more positive work environment and improving retention rates. Ultimately, this solution not only increases efficiency but also strengthens overall workplace morale.

Drive-thru operators can combat staffing challenges in both innovative and intuitive ways as demonstrated above - ultimately promoting growth and success for the future.

The Future of Drive-Thrus

The future of drive-thrus goes beyond just speed. It focuses on transforming the entire customer journey to create tailored and seamless experiences thus building stronger connections and encouraging repeat business. With technology evolving rapidly, the opportunities for drive-thrus are limitless. By embracing smart solutions now, businesses can stay ahead of the competition and provide outstanding service that encourages customer loyalty.

The Time to Redefine the Drive-Thru Is Now

Drive-thrus are no longer just static service points; they have become dynamic touchpoints that require ongoing innovation to meet modern expectations. Embracing automation and AI solutions isn’t just about alleviating operational headaches —it’s about creating a future where customers and employees both win.

The time to rethink and revolutionize the drive-thru is now. Businesses that prioritize innovation will not only address current challenges but also shape the future of hospitality. Those who hesitate risk being left behind in an industry where speed, efficiency, and customer-centric solutions are key to success.