Operations
How to reduce wait times in drive-thrus
These six tips can reduce wait times at the drive-thru and increase speed and accuracy.
October 25, 2024 by Mandy Wolf Detwiler — Editor, Networld Media Group
Reducing drive-thru wait times in quick-service restaurants is a crucial aspect of enhancing customer satisfaction. Implementing strategies such as optimizing menu boards for clarity, training staff to efficiently handle orders and investing in advanced technologies like dual-lane drive-thrus can significantly improve turnaround times. Additionally, streamlining order-taking processes and ensuring adequate staffing levels during peak hours can help alleviate congestion and provide a more positive customer experience.
In this article, we'll take a look at six ways to reduce drive-thru wait times to increase sales.
Optimize drive-thru layout to reduce drive-thru wait times
First, a newer trend is emerging in the fast-food industry aimed at reducing drive-thru wait times: the implementation of multiple drive-thru lanes. By separating orders into different lanes based on the complexity of the order or the number of items, restaurants are able to streamline the process and expedite service. This innovative approach has proven effective in reducing customer frustration and improving overall satisfaction, potentially leading to increased sales and customer loyalty.
Second, clear signage is important to guide customers through the process. This is especially important if a brand is utilizing a double drive-thru. By providing clear instructions and expectations, customers can navigate the process more efficiently. Well-placed signs can guide customers through the ordering process, indicate payment options, and direct them to the appropriate pick-up window. This reduces confusion and eliminates unnecessary delays, ultimately improving the overall customer experience and increasing throughput.
Third, efficient ordering can reduce wait times, and that can be done by designing the ordering area to minimize confusion and delays. With double drive-thrus, it can be confusing when the drive-thru lanes merge into one. Using signage that directs customers to alternate lanes can be helpful.
Invest in technology
Digital menu boards have become a staple in many quick-service restaurants due to their ability to enhance efficiency and reduce drive-thru wait times. These dynamic displays allow restaurants to easily update menus, highlight promotions and provide visual aids to customers. By presenting information clearly and concisely, digital menu boards can help customers make decisions more quickly, reducing the time spent at the ordering point. Additionally, they can be used to display estimated wait times, providing customers with transparency and helping them manage their expectations.
Mobile ordering allows customers to place orders in advance, reducing wait times. Mobile ordering at quick service restaurants significantly reduces customer wait times at the drive-thru by streamlining the ordering process. Customers can browse the menu, customize their meals and pay in advance through their smartphones, allowing them to bypass the traditional ordering line entirely. This not only alleviates congestion but also enhances efficiency, as orders can be prepared and queued for pickup, ensuring a smoother flow of vehicles. As a result, customers enjoy a faster, more convenient experience, leading to higher satisfaction and increased turnover for the restaurant. By leveraging technology, quick service establishments can meet the growing demand for speed without compromising service quality.
Train employees effectively
Training employees to effectively multitask is crucial for reducing wait times and improving efficiency in a restaurant drive-thru. By equipping staff with the skills to handle multiple tasks simultaneously, such as taking orders, preparing food and handling payments, restaurants can streamline operations and minimize customer wait times. This may involve cross-training employees on various job functions or implementing systems that allow staff to work together seamlessly.
"What's interesting is that Gen Z are already multitaskers," Rachael Nemeth, CEO of Opus Training, said in a phone interview. "They're well known for this. They know how to leverage device switching. … but you have to find a way to redirect that kind of natural task-switching ability to work tasks, which they're not used to.
"And we also know that Gen Z is the largest population of workers and will be in the next five years."
From a training perspective, one way to do that is through timers, Nemeth said, and metrics that will give instant feedback.
"That's why micro-training works so well," Nemeth added, "because it's quick, its measurable and when you think about having to work in this environment when you have to serve a customer, enter an order, package it, check it and deliver it with a smile, then you have to be careful about cognitive overload."
Including more rapid learning in smaller bites so employees can apply that knowledge more quickly is one way to train employees for more efficient drive-thru service.
Second, emphasize the importance of speed without sacrificing accuracy in the drive-thru.
"When it comes to training you always need to start with accuracy, then build speed," Nemeth said. "It can't happen in reverse."
Managers need to constantly reiterate the importance of accuracy repeatedly to employees. Spaced learning is the action of intermittent quizzes, checking in with employees and stand-up meetings.
"What we see with clients like Bahama Bucks and Big Chicken who have a ton of drive-thrus is they focus on proper order confirmation techniques first, so they're focusing on accuracy, and then they use memory-building exercises and pattern recognition to build on that so people remember.
"There's this direct correlation between speed and accuracy in high-performing stores, and that's because the way that they're delivering that training is by focusing on accuracy first, then focusing on speed, and doing all of that with constant reinforcement," Nemeth said.
Customer service in the drive-thru should be the same as it is inside the restaurant every time, but employees have to do it without face-to-face contact when customers are ordering.
"It often starts with emphasizing clear, friendly vocal communication," Nemeth added, "but it's really important to recognize that customer service has not changed. Everybody has the same standards for hospitality that they have for the past 100 years, but customers have changed, just like employees have changed. It's really important when you are delivering proper customer service training that you have to teach what to do but also what not to do."
Improve order accuracy to reduce wait times
In a bid to enhance customer satisfaction and reduce order discrepancies, drive-thrus are implementing systems designed to confirm orders with customers before they drive away. This innovative approach involves a quick verbal confirmation from staff, ensuring that each order is accurate and tailored to the customer's specifications. As vehicles approach the pickup window, employees will read back the order, allowing customers to verify their selections on the spot. This initiative aims to minimize the frustration of incorrect orders, which often leads to repeat visits and long wait times. By prioritizing communication and accuracy, these drive-thrus hope to foster a more positive dining experience while also streamlining operations during peak hours.
Next, to ensure clear communication between the ordering station and the kitchen, train staff to communicate clearly. If a customer asks for hot sauce of ketchup at the point of order, that should be clearly communicated on the ticket so the person fulfilling the order can ensure the packets are in the bag.
Finally, train employees to double-check orders before handing them over to customers. This initiative aims to empower staff with the skills and protocols necessary to ensure accuracy and enhance customer satisfaction. During the training, employees will learn effective techniques for verifying orders, including cross-referencing items against receipts and confirming special requests with patrons. By reinforcing the importance of attention to detail, the restaurant hopes to minimize the chances of incorrect orders, ultimately leading to a more efficient operation and a better overall dining experience. This commitment to quality control will not only boost customer loyalty but also foster a more positive work environment for staff.
Manage peak times
To reduce wait times in the drive-thru during peak hours, implement a strategic staffing plan. By increasing the number of staff members available during these busy periods, a QSR can effectively manage the increased demand. This may involve scheduling additional cashiers, order takers and kitchen staff to handle the influx of orders and ensure that food is prepared and delivered promptly. Additionally, implementing a system to prioritize and expedite orders during peak times can further contribute to customer satisfaction and overall operational efficiency.
Predictive analytics can be a powerful tool for restaurant drive-thrus to anticipate peak times and optimize staffing levels. By analyzing historical data such as sales records, customer traffic patterns and external factors like weather conditions and special events, predictive models can identify trends and forecast periods of high demand. This information allows restaurants to proactively adjust their staffing schedules, ensuring that there are sufficient employees available to handle the influx of customers during peak hours. By anticipating peak times, restaurants can reduce wait times, improve customer satisfaction, and enhance operational efficiency.
Prioritize customer satisfaction
Actively seeking and incorporating customer feedback is essential for continuous improvement in a restaurant drive-thru. By implementing feedback mechanisms such as surveys, suggestion boxes or online reviews, restaurants can gain valuable insights into customers' experiences and identify areas where improvements can be made. This feedback can help pinpoint issues related to order accuracy, wait times, food quality or customer service. By addressing these concerns and implementing necessary changes, restaurants can enhance customer satisfaction, build loyalty and ultimately improve their overall performance.
"Just as you have a revenue strategy, a packaging strategy and a service strategy for every channel so, too, you must have a feedback strategy for every channel, including drive-thrus," said Zack Oates, founder of Ovation, a guest feedback platform. "The method of delivery is different, but you still must prioritize measuring guest satisfaction and segment in it by channel."
To enhance customer experience and address the frustrations of extended wait times, many restaurants are introducing a rewards and incentives program for patrons who experience delays in the drive-thru. This initiative aims to acknowledge the inconvenience caused by longer waits by offering perks such as discounts on future orders, free menu items or loyalty points redeemable for special offers. By providing these incentives, restaurants not only show appreciation for customers' patience but also encourage repeat business. The program is designed to transform a potentially negative experience into a positive one, reinforcing customer loyalty and demonstrating a commitment to exceptional service, even during busy periods.
In an effort to maintain customer satisfaction, many QSRs adopt a proactive approach to addressing long wait times in the drive-thru by training staff to promptly apologize and offer compensation to affected customers. When delays occur, employees are encouraged to acknowledge the inconvenience with a sincere apology, followed by a gesture of goodwill, such as a discount on the current order or a complimentary item. This immediate response not only helps to diffuse frustration but also shows customers that their time is valued and their concerns are taken seriously. By prioritizing effective communication and compensation, restaurants aim to turn a negative experience into a positive one, ultimately fostering customer loyalty and reinforcing a commitment to excellent service.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
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Ovation
How Great Restaurants Get Better - Guest Experience Management Platform
Ovation is a guest experience platform for multi-unit restaurants that starts with a 2-question survey to drive revenue, streamline guest recovery, and easily improve operations. Thousands of restaurants, including leading brands like Dave's Hot Chicken, use Ovation to get more feedback, recover guests in real-time, and improve.
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