The drive-thru has become an essential component of the quick-service industry. And operators are continually looking for ways to speed up service, from installing state-of-the-art digital audio systems to testing remote call centers for order taking.
Now, a new touchscreen drive-thru kiosk developed by software developer NEXTEP Systems and hardware manufacturer MRI is set to put the order processing completely in the hands — or fingertips — of the customer.
Orders are placed directly by the customer using the interactive touch screen on the 32-inch high-bright portrait style display. The display allows for use in direct sunlight while the robust touch screen supports customer interaction with bare or gloved hands in dry or wet conditions.
The concept follows a number of successful pilots of the first generation drive-thru system implemented at Subway franchises throughout the United States in both warm and cold climates. For franchisee Rob Woodward, the pilot drive-thru systems implemented at Subway locations in Loveland, Colo., and Alliance, Neb., created a more efficient drive-thru experience, helping to increase sales by an average of 10-15 percent and providing rapid payback on the system.
"Investing in drive-thru self-serve technology has helped us increase our sales and differentiate our customer service from the competition," Woodward said. "Customers love the easy-to-use and frustration-free self-service ordering experience. In an industry driven by measurable sales and customer satisfaction, the rapid payback we've experienced shows that the systems play a significant role in helping our drive-thru operations thrive."
Several Subway locations are scheduled to integrate the second generation self-service drive-thru system, including two of Woodward's Subway stores located in Loveland, Colo., and Cheyenne, Wyo.
The advanced features of the next generation drive-thru kiosk include:
- A 32-inch interactive touch screen designed for optimum viewability allows drivers to order at the kiosk with just a touch of a finger.
- An ambient light sensor automatically adjusts the screen's brightness level, depending on the brightness of the surroundings. Even on the sunniest days, the screen will appear razor sharp.
- A special screen feature called DPS (Display Positioning System) displays the information right where the driver touches the screen. So whether a family is ordering from a Hummer or a Hyundai, the screen information will be right at eye level.
- A proximity sensor detects an approaching vehicle and displays a welcome screen and voice prompt, so the device is ready to accept orders as soon as the car or truck pulls up. A bar-code scanner and credit-card reader enable payment at the point of ordering.
- A webcam option allows restaurant staff to view the customer placing the order for even more personalized service. A Thermal Management System for all outdoor environments that operates in temperatures from -4 degrees Fahrenheit up to 122 degrees Fahrenheit.
