Located at the point of ordering in the drive-thru lane, order confirmation systems deliver state-of-the-art video images on large-format, full color LCD monitors designed as a self-contained, freestanding unit. Order confirmation systems have shown improvement in order accuracy and speed of service by visually confirming a customer's purchase at the point of sale using high-bright video, graphics and text that can be viewed easily at night or in direct sunlight.
The order confirmation system suggestive-sells items prior to a guest's order by rotating images of various menu items. Once an order has been placed, the screen lists the ordered items while maintaining a suggestive selling item on the screen and scrolling text on the bottom to up-sell additional items.
Original order confirmation software enabled restaurants to up-sell by daypart. For example: If it were morning, it would up-sell coffee or orange juice. Currently, the software up-sells depending on the item. If a guest orders salad, it would suggest bottled water. In development is technology that would actually look for missing items, such as a dessert or drink for a burger order. This new initiative will most likely be field-tested early 2006.
Dave Boerlin, vice president of business development at Delphi Display Systems, described the order confirmation system as a means to "improve the drive-thru experience." He said that is the No. 1 reason quick serve restaurants should implement the system. According to Delphi statistics, drive-thrus account for more than 50 percent of total restaurant sales. Since fewer people are entering locations, fewer are interacting with the staff or the environment. With an order confirmation system, operators gain a touch point with the guests enabling them to enhance their brand experience for their customers.
In recent research, Delphi found that guests who use the order confirmation system felt less anxiety when placing orders. In this same study, consumers said that if all things were equal, they would choose a restaurant with the system. Eighty percent of the people in the same group said that they had corrected a wrong order while visiting a restaurant with an order confirmation system.
Operational perks
While the order confirmation system has enhanced the guest experience immensely, owners are more impressed by what it has done for their business operationally. With the system in place, crew members do not have to read orders back to guests and they can correct orders before they are processed. This not only increases the speed of service, but also reduces waste and food cost.
With a functional system, there is potential for increased sales. Suggestive selling items keep products in front of the customer and can increase speed of service.
One main concern exists regarding order confirmation systems. Currently, the box-like, freestanding unit has a "tombstone" look, so there is opportunity to improve its appearance and to make it more customizable by brand. Delphi Displays has recognized this need and plans to improve the unit's overall appearance. Nevertheless, order confirmation is definitely the QSR fast train, and all drive-thru restaurants should try to be on board.
