How the best drive-thru operations in the industry make the wheels go ’round.
The drive-thru operation of a quick-service restaurant may seem relatively cut and dried, but operators aren’t resting on their laurels when it comes to their outdoor business. For many brands in the industry, the drive thru can account for anywhere between 50 and 70 percent of sales—no small number in a $200 billion industry.
For the last 14 years, QSR has challenged operators to improve their drive-thru business through the Drive-Thru Performance Study, a proprietary report co-owned by QSRand Columbus, Ohio–based Insula Research. And in the report’s first decade, operators rose to the challenge; over that time, brands fine-tuned their operations and improved on elements such as speed and accuracy.
However, it became clear that a number of brands stood above the rest in the drive-thru business. So in 2011, QSRand Insula Research debuted the benchmark group of the best brands in drive thru, including six permanent brands—McDonald’s, Chick-fil-A, Wendy’s, Burger King, Krystal, and Taco Bell—along with one rotating regional chain, which was Del Taco in the benchmark group’s inaugural year. Read More
When Arby’s introduced its new Turkey Roasters sandwich nationally on Sept. 3, the chain was embarking on a new era — one with a clearer branding strategy and increased menu innovation.
“This brand has had an identity crisis for the past few decades,” said Russ Klein, Arby’s chief marketing officer. “We’ve made the decision that we want to be a modern sandwich shop.”
Quick-Service Traffic Continues Rising, While Full-Service Falls
Consumers pulled back from visits to midscale and casual-dining restaurants in the April, May, and June quarter, continuing a four-year streak of visit losses for the full-service segment, according to The NPD Group, a leading market research company. Read the full article to learn more.