Once just an add-on to existing kitchen operations, the drive-thru set-up took center stage when the pandemic hit in 2020. Five years later, it is a hotbed of innovation, where cutting-edge technologies are being deployed to squeeze out every ounce of efficiency.
Done badly, drive-thru ordering can be a nightmare, but when it is done well it can drive customer loyalty and boost revenues. Generally, catering for drive-thru orders does not require a separate cook line, so there is no need to invest in new ovens or fryers. Either a server takes the bag to the window instead of the front counter, or a simple conveyor does the job.
There might be a separate beverage dispenser, and if management really cares about the comfort of their workers, perhaps extra ventilation could be installed, or even an air curtain to help keep the temperature down. So, why is there a growing focus on technological solutions to improve the drive-thru experience? The answer is simple – the ordering process often leaves a lot to be desired.
“Most QSR outlets in this region have a drive- thru,” says George Haddad FCSI, managing director of Luminescenza, based in Lebanon and UAE. “They are very common in Beirut, Saudi Arabia, and Dubai. And not much is changing here – ordering is still a nightmare, and people have to wait in line for a long time. Often the server cannot hear you.”
“Ordering through a speaker on the street is difficult and you have to wait, so people might order via phone or an app for takeaway and collect by the drive-thru,” he adds. “It could be much better if you removed the operator and had a self-service screen, or if you had more than one window for pick up.”
What is true in the Middle East is also true across Europe, the US, and the rest of the world, and more operators are starting to explore the most advanced technologies to streamline ordering processes, as well as manage workflows more efficiently, even when there are fewer people working in the kitchen. Shortage of labor, and its high cost, mean operators want to do more – and do it better – with a reduced workforce.
A new kind of intelligence
While QSR kitchens have many options available for automation – from robots that flip burgers to fryers that can automatically lift a product out of cooking oil using preset timings – innovation specifically for the drive-thru element is focused quite specifically on improving ordering systems. Increasingly, this means integrating artificial intelligence (AI).
In 2024, Yum! Brands announced that it would be rolling out AI solutions in hundreds of Taco Bell drive- thru lanes in the US. And it is far from the first operator to invest heavily in the use of AI. In the US, Wendy’s and White Castle are among those that have steadily introduced the technology in a bid to improve service and reduce their wage bills. Yum! Brands is also looking at the use of voice AI in its drive-thru on a global basis.
John Egnor FCSI, managing partner at Houston- based consultancy JME Design, who has researched AI’s impact on the QSR sector in great depth, sees many potential applications, but AI-powered ordering systems are at the top of the list. His recent white paper notes that AI-driven voice and digital ordering systems are increasingly common, as seen in White Castle’s pilot program, and the impact has been positive.
Recent analysis by Intouch Insight has found that AI ordering systems reduce total waiting time by 11.5 seconds, though a lot depends on the quality of the speaker system. The same report indicated that where AI-enabled locations have high-quality speakers total service time is reduced by just under 30 seconds.
“Companies are looking at ways to speed up the drive-thru process, which is a bottleneck for many QSR operators,” says Douglas K. Fryett of Fryett Consulting Group. “It is a real pain point, but if they can speed it up it impacts both cash flow and customer satisfaction. To do so, they are looking for equipment that can be automated or that can cook faster. They are mainly focusing on automation and AI, though there is a degree of hesitation there.”
A few words of caution
Despite the promising results of early AI implementation in drive-thru operations, some experiences suggest that the promises made by technology companies about AI’s ability to reduce waiting times and labor, and drive revenue, may be exaggerated.
Some operators have taken a more cautious approach to ensure that both customers and employees are comfortable with the technology. McDonald’s is a notable example, having brought its trial of Automated Order Taker to an end to explore different options from systems vendors.
As with any advanced technology, timing is everything when it comes to adoption, and the ability for AI to recognize speech and accurately take drive-thru orders will no doubt increase in the next few years.
“While early implementations faced challenges with accents and background noise, ongoing refinements are improving accuracy,” notes Egnor in his report. “By 2030, voice AI is expected to achieve over 90% accuracy, handling complex orders and multilingual interactions seamlessly. This will enable fully automated drive- thrus and in-store ordering, reducing reliance on human staff during peak hours.”
“AI at drive-thru is not quite there yet,” notes Danny Klein, VP editorial director for QSR and FSR magazines. “Talking into a scratchy box and having difficulty hearing was not the best experience for the customer or the service, but it was cheap and fast. Now, standards have changed as the population, particularly younger generations, have come to expect accuracy over speed. Everyone once wanted everything to be the fastest possible, but that is changing, and customers now equate accuracy with speed.”
The practicalities of QSR kitchens are not changing a lot to cater for drive-thru, but there is likely to be an AI revolution. The question is when.
“AI is a work in progress and not everyone will roll it out,” notes Klein. “Some brands have order tablets in the line, but the voice order-taking version of AI will be part of the solution. There are also cameras, so servers can see the queue.”
The integration of AI is inevitable, as it never needs to take a break, it is never in a bad mood, and it always remembers to suggest items or upsell from previous orders using all of the information that QSR restaurants are so good at gathering. It is now up to operators and system vendors to find the right balance between cost and benefit.
Jim Banks
