Taco Bell Leads in Drive-Thru Speed While Chick-fil-A Excels in Customer Satisfaction Rankings
Fast-food drive-thrus are evolving, with a focus on balancing speed and customer satisfaction. A recent study by Intouch Insight and QSR magazine assessed 13 fast-food brands across three categories: classic, chicken, and beverages. The research involved 165 undercover visits per brand, totaling over 2,000 evaluations in the U.S. conducted between June and July 2023.
Key Findings from the Drive-Thru Study
- Average Drive-Thru Time: The total average wait was five minutes and 35 seconds, slightly slower than in previous years.
- Fastest Drive-Thru: Taco Bell led with a time of approximately four minutes.
- Customer Satisfaction Leader: Chick-fil-A ranked highest in satisfaction despite the slowest drive-thru time.
- Top Accuracy: Dutch Bros emerged as the most accurate brand, followed by Chick-fil-A and Raising Cane’s.
- Order Accuracy: The average order accuracy across all brands was 87%, with food quality rated at 97% and overall satisfaction at 91%.
Category Performance Insights
The study categorized brands into three segments regarding their drive-thru experiences:
- Classic Segment: Included Taco Bell, McDonald’s, and Burger King. Notably, it recorded the fastest times and high accuracy (87%). However, friendliness was rated the lowest in this group.
- Chicken Segment: Comprising Chick-fil-A, Popeyes, and Raising Cane’s, this category boasted the highest customer satisfaction and food quality but had the longest wait times and lower accuracy scores.
- Beverage Segment: Featured Starbucks and Dunkin’, excelling in accuracy while maintaining a good balance of speed and upselling.
The Role of Technology in Drive-Thru Services
For the first time, the study analyzed AI-powered drive-thrus, discovering that they averaged faster service times at three minutes and 53 seconds. However, overall satisfaction from these AI services was higher at 97% compared to 91% for human-staffed locations.
Though AI showed faster service, it struggled with customization requests, resulting in lower order accuracy at 83%. When human staff assisted with AI orders, accuracy improved significantly.
Conclusion: Balancing Speed and Friendliness
The report highlights the importance of combining speed, accuracy, and friendly service to enhance customer satisfaction at drive-thrus. The success of modern drive-thrus will depend on a strategic blend of technology and personal interactions.
