Customers view a digital menu in a drive-through outside a McDonald’s restaurant in Peru, Illinois.
Daniel Acker | Bloomberg | Getty Images
According to the SeeLevel HX Annual Report, restaurant drive-throughs were slowed and less accurate in 2021.
The average total time spent in drive-through lanes has increased by more than 25 seconds from a year ago to 382 seconds. Compared to the pre-pandemic period, it’s almost a minute longer. Order accuracy dropped from 87% in 2020 to 85% this year.
SeeLevel HX used a mystery shopper to compile an annual survey by waiting on a drive-through line across 10 chains and 1,492 restaurant locations from July to early August. More than half of the orders occurred at lunch.
Drive-through time and accuracy have been key performance indicators of fast food chains for decades, but the coronavirus pandemic has grown in importance. When the restaurant closed the cafeteria, customers turned to drive-through lanes and got tacos and fries.
Even if many consumers are vaccinated, this trend has not disappeared. In addition, the resurrection of new Covid-19 cases caused by the delta variant provided additional sustainability. According to The NPD Group, drive-through visits in August increased 11% compared to the same period two years ago, accounting for 41% of off-site orders.
According to SeeLevel HX, Chick-fil-A topped the list in order accuracy, followed by Yum Brands Taco Bell. Arby’s, Carl’s Jr., Restaurant Brands International Burger King all tied in the bronze medal match.
This year, the company didn’t publish a ranking where fast food chains had the fastest drive-through lanes. In 2020, Taco Bell’s sister chain, KFC, topped the list.
This study offers one way to reduce drive-through time and improve accuracy: investing in technology. SeeLevel HX found that drive-through lanes with digital order confirmation boards delivered food to customers on average 34 seconds earlier this year.
While drive-through businesses are booming, fast food chains are struggling to find enough ambitious workers to staff their restaurants. Many chains are looking to raise wages to attract and retain workers. Hourly fast food restaurant worker wages According to the second quarter, it was up 10% compared to a year ago. Report from industry trackers BlackBox Intelligence and Snagajob.. One of the reasons for the decline in drive-through time and accuracy this year could be a tight workforce.
Another potential explanation for drive-through time delays compared to a year ago could be the resurgence of longer menus.Many fast food chains like McDonald’s And Taco Bell drastically reduced its menu during the blockade to prevent their small workforce from being overwhelmed. However, as the economy resumed, the chain gradually began to add some menu items, but in most cases there was an opportunity to permanently weed out options.
Restaurant drive-through is slow and less accurate
Source link Restaurant drive-through is slow and less accurate